“Practical Magic 2” hits theaters Sept. 10. M&M’s wants that on your mind every time you reach for Halloween candy this year. The brand’s new treat leans into 1998 nostalgia, and it won’t stick around for long.
You probably remember the scene. A young Sally Owens recites the Amas Veritas love charm, hoping it conjures the perfect man. M&M’s built an entire candy pack around that moment.
2 Chances to Grab the Pack Before It’s Gone
You get two shots at the free pack, and both drops start at midnight on Sept. 3 and Sept. 14. Each one requires buying a M&M’s Milk Chocolate Fun Size Sharing Bag through the official website. The clock starts at 9 p.m. Pacific, so West Coast fans don’t have to stay up quite as late.
Once supplies run out, they’re gone. Each pack comes with eight custom M&M’s symbols pulled from the Amas Veritas charm in the original movie. Four brand new symbols show up too, hinting at where the sequel might go.
M&M’s calls that new set an extended verse, something you can use to guess what happens in the new movie.
The Candy Pack That Doubles as a Spell Book
Camilla Belle played young Sally back in 1998. Now she’s back too, reciting the charm again for new videos on Instagram and TikTok. It’s almost 28 years since she first delivered that line on screen.
She called the whole thing such a delight and said she can’t wait for fans to try the spell themselves. Sandra Bullock and Nicole Kidman are back too, along with Joey King, Lee Pace, Dianne Wiest and Stockard Channing. Susanne Bier directs this time, working from Alice Hoffman’s novel “The Book of Magic.”
Some fans have been waiting decades to get back into the Owens family’s world. If that’s you, this collab is clearly aimed your way.
More Halloween Picks From M&M’s This Season
The Amas Veritas pack isn’t the only Halloween option from M&M’s this year. There’s also Halloween Blend Milk Chocolate and Halloween Blend Peanut, plus a variety pack with Milk Chocolate, Peanut and Peanut Butter M&M’s in individually wrapped, trick-or-treat-friendly pouches. You’ll find all of it at retailers nationwide and on M&M’s website through the rest of the season.
If you’ve been waiting for an excuse to rewatch “Practical Magic” before the sequel opens, this is it. Grab the candy, queue up the original, and see how many of the eight symbols you can spot before the credits roll. Don’t sleep on the drop times: midnight sneaks up fast.