This Pack of M&Ms is Worth Over $100

M&M’s partnered with the Devil Wears Prada 2 promo cycle to release a limited-edition All Cerulean pack, a 7.44-oz bag of classic milk chocolate M&M’s in a single, very specific shade of blue. The packaging leaned fully into the bit, with a sweater pattern printed on the box and “cerulean” written across the front, a direct nod to one of the most quoted scenes in 2000s cinema.

For anyone who hasn’t seen the original film (or who has and just needs a refresher), the reference is to a scene where Meryl Streep’s Miranda Priestly absolutely dismantles her assistant’s plain blue sweater by tracing the color’s entire lineage through the fashion industry.

The drop launched May 1 at 11 a.m. ET on mms.com, free to the first 500 eligible entrants. That’s it. Five hundred packs. For a fandom that has been waiting 20 years for a sequel, demand was never going to match supply. Social media responses afterward ranged from “I had a timer set and everything” to “gone in seconds,” with more than a few people blaming bots.

This is the third time we’ve written about Devil Wears Prada 2 merch flipping on the secondary market. The film’s designer handbag popcorn bucket and the Runway magazine replica have both generated real secondary market action, and the cerulean M&M’s fit neatly into that same pattern.

M&Ms All Cerulean packs are reselling right now for more than $100, with numerous listings asking anywhere from $120 to $200 for a single pack.

That said, there’s an important caveat worth flagging. M&M’s confirmed the packs went to the first 500 entrants, and they’ll be “reaching out” to winners. That means not everyone who entered a shipping address has their pack in hand yet. The secondary market is forming around scarcity and anticipation, not purely around confirmed sales. Check eBay’s sold listings filter to track confirmed comps before pricing your own.

Prices will likely hold or tick up through opening weekend, then soften. This is ultimately a bag of candy with a shelf life, and most buyers are fans who want the packaging, not long-term collectors. Once the theatrical hype cycle winds down, so will the secondary market. If you’re holding one, the next two weeks are your window.