Universal is trying to get those rights for an ET meet and greet. Sadly they forgot Hershey has their own amusement park and can't get a deal done!
Yup the one deal M&Ms regrets not doing. But Hershey lucked out.They still sell new boxes and bags of Reece's Pieces in the ET Adventure Gift Shop to this day.
Spielberg was going to Have M&Ms in the movie, but they could not see things as a good deal, then Hershey's came in with their new candy and it was an even bigger hit because of that movie.
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