For whatever reason, Mars said "No" to the proposition. about a possible tie-in between M&Ms and the film. Its turn-down cleared the way for Hershey Foods Corporation to make a remarkable splash for its Reese's Pieces.ĭuring production of E.T., Amblin Productions approached Mars, Inc. passed on the chance for its flagship product, M&Ms, to be the candy used in 1982 film E.T. When such leg-ups occur, they are often inadvertent - the result of one firm's having failed to take advantage of an opportunity that its competitor later cleaned up on. Business by its very nature is cut-throat competitors rarely aid one another because one company's success almost invariably comes at the expense of the other's vitality.
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