M&Ms confuses brand licensing with Merchandising

In the USA M&Ms, which is part of Mars, signed a license for consumer electronic products like radios, alarm clocks and lamps.

But the new products are merely promotion articles featuring the M&M characters you know from the TV commercials.

This has nothing to do with brand licensing and brand extension. The new products will only survive in the market as fan articles or gimmicks, if at all. They will not gain a position or the shelf space within the product category similar to what M&Ms are and have in sweets.

Of course, you may license your merchandising products. But do not expect those promotion articles to add to your brand value or to survive for long.