Tucker Carlson Mocks M&Ms for 'Gender-Inclusive' Rebrand of Characters

Fox News host Tucker Carlson mocked M&Ms for the decision by candy maker Mars to make the product more "gender-inclusive" by updating its well-known cartoon characters.

Carlson took aim at the rebrand during his prime time show Friday night, criticizing in particular changes made to the shoes worn by the female M&Ms mascots, arguing M&Ms wanted all characters to be "deeply unappealing and totally androgynous."

Mars announced on Thursday that the company would make changes to M&Ms as part of its "global commitment to creating a world where everyone feels they belong, and society is inclusive."

Carlson said: "Bet you didn't think M&Ms were pushing intolerance, but they were, they've been changed."

"You're seeing those changes on the screen," he said as images of the rebranded M&Ms were displayed.

"The green M&M, you will notice, is no longer wearing sexy boots. Now she's wearing sensible sneakers. Why the change? Well according to M&Ms, 'We all win when we see more women in leading roles.'"

"Because leading women do not wear sexy boots, leading women wear frumpy shoes. The frumpier the better. That's the rule," the Fox News host said mockingly.

"The other big change is that the brown M&M has 'transitioned from high stilettos to lower block heels,' also less sexy. That's progress. M&Ms will not be satisfied until every last cartoon character is deeply unappealing and totally androgynous.

"Until the moment you wouldn't want to have a drink with any one of them. That's the goal. When you are totally turned off, we've achieved equity. They've won."

Carlson then discussed the orange M&Ms character, who will "acknowledge and embrace his anxiety" as part of the rebrand. An image of the orange character looking distressed appeared on the screen.

"And actually if you look at him, the orange M&M does appear very anxious," Carlson said. "Maybe he doesn't like all the ugly new shoes he sees around him. Maybe he liked the sexy boots. Maybe the orange M&M is a secret sexist himself."

In its announcement, Mars described the changes as a "fresh, modern take on the looks of our beloved characters and more nuanced personalities to underscore the importance of self-expression and power of community through storytelling."

The company's new commitment includes what it describes as an "updated tone of voice that is more inclusive, welcoming, and unifying, while remaining rooted in our signature jester wit and humor."

Newsweek has asked Mars for comment.

Tucker Carlson Speaks in Washington, D.C.
Fox News host Tucker Carlson discusses 'Populism and the Right' during the National Review Institute's Ideas Summit at the Mandarin Oriental Hotel March 29, 2019 in Washington, DC. Carlson criticized M&Ms for an "inclusive" rebrand during his prime time show on Friday. Chip Somodevilla/Getty Images