Camilla Belle Teams Up With M&M’S For “Practical Magic 2” Collaboration

Camilla Belle has officially teamed up with M&M’S for a seasonal campaign celebrating the September 10, 2026 theatrical release of Practical Magic 2.

The tie-in honors the 1998 cult-classic fantasy film from Warner Bros. In the original movie, an 11-year-old Belle played young Sally Owens, portraying the childhood counterpart to Sandra Bullock. In that scene, she famously cast the “Amas Veritas” love charm to conjure an impossible man.

Nearly 28 years later, Belle recites the spell again with an M&M’S twist in exclusive videos across TikTok and Instagram.

Belle is widely known for leading roles in 10,000 BC and When a Stranger Calls, alongside recent television roles on Law & Order: Organized Crime. While she has previously fronted high-fashion campaigns for Vera Wang and Miu Miu, this marks her first partnership with M&M’S.

Parent company Mars, Incorporated regularly aligns its flagship candy brand with pop-culture royalty. Past major M&M’S campaigns have featured comedy icon Maya Rudolph and recording artist Lil Nas X.

For this collaboration, the limited-edition Amas Veritas Spell & Snack Pack includes candies stamped with eight original spell symbols and four brand-new symbols teasing the sequel’s plot.

The packs are available as a gift with the purchase of a Fun Size Sharing Bag at MMS.com during two midnight drops on September 3 and September 14.

This activation mirrors a growing wave of sweet-themed marketing deals in 2026. Earlier this season, Jessi Draper and Mayci Neeley teamed up with Bazooka Brands for a candy battle.

Confectionery crossovers have dominated retail shelves all year, similar to how Becky G partnered with Alani Nu to launch a new purple cotton candy energy drink.

Takeaways

Bringing back Camilla Belle shows how smart casting can elevate a standard movie tie-in into a genuine cultural event. Instead of relying only on current top-billed stars, M&M’S chose the exact performer who anchored the film’s most beloved childhood scene. Tying the product to two midnight online drops builds urgency and turns candy into a collector’s item for millennial fans.

By mixing original film lore with four new symbols that tease the sequel, Mars delivers an interactive experience that bridges a 28-year franchise gap right before opening weekend.

Does featuring original child actors create a stronger emotional bond with audiences than standard movie promotions? Will more film studios adopt “midnight drops” to turn promotional food items into collectible merchandise?