JACKSON COUPLE HAS HUGE M&M COLLECTION

Millions of Americans grew up familiar with the jingle "M&Ms melt in your mouth, not on your hands." Younger generations, not familiar with that slogan, are still quite familiar with the tasty shell-coated milk chocolate product put out by Mars Inc. since 1941.

What most probably do not realize is that the colorful little ovals have spun off a highly successful line of merchandise during the past decade or so. M&M memorabilia is so popular today that a three-story M&M store is thriving in Las Vegas, and M&M collectors frequent flea markets and eBay listings, hunting for items.

M&M memorabilia hunters

One such pair of M&M hunters is Terry and Rhonda Wildman of Jackson. The couple got into the M&M obsession innocently enough. A 1996 gift of an M&M dispenser for their son opened their eyes to the products. The dispenser was a blue M&M figure, grasping a basketball.

"That was how it got started," Wildman explained. "We picked up stuff here and there. About three years ago we got serious about it."

The Wildmans have been serious enough to collect more than 1,000 pieces of M&M memorabilia. A full room in their suburban Jackson home is dedicated to the M&M motif. It includes an M&M quilt, a ceiling fan on which Rhonda lovingly painted M&M characters, M&M pillows and shelves bulging with figurines, candy dispensers, tins and toys.

The candy has been around since 1941, and the yellow peanut variety since 1954. During the 1960s the modern recognizable cartoon characters of the red and yellow M&Ms were developed. Later an alluring green female character and a blue M&M became mainstays. Others, such as the brown M&M, have been less visible.

From cartoon posters to FTD florist vases to Simplicity costume patterns, as well as ready-made M&M Halloween costumes, to a $100 M&M telephone, which the family actually uses, Mars has capitalized on the popularity of the bite-size candy.

"When we first started we really thought we were alone," Wildman said. "It turned out a lot of people in this area collect M&M stuff."

So do thousands across the world. The Wildmans' collection includes numerous European and Australian items. Many have minute differences from the American versions.

"When we started collecting, it was harder to get the stuff," Wildman said. "It's been easier since we got a computer."

The Wildmans buy, sell and trade items on the Internet regularly. So far, they have not run into any unscrupulous dealers.

"We haven't been scammed yet," Wildman said. "Usually everyone in the M&M circuit is pretty honest. In the Internet club sites, we'll put the name of anyone who scams someone. Then bidders won't buy from them."

There is definitely something charming about the roly-poly red, yellow and blue M&Ms.

"It's the smile," Wildman said. "It's the one collection that smiles back at you. I love the expression on my nieces' faces. They know not to touch it, but they love going into that room. They know Uncle T.' has M&Ms."

Twice the Wildmans have ventured to Las Vegas for the annual M&M Convention. There they have met fellow collectors from around the world. Buying, selling, swapping and admiring all goes on. The M&M World store is an amazing sight, with three floors of M&M merchandise. Next door is a three-story Coca-Cola store. They are also members of the M&M Inner Circle, an online club for "dyed-in-the-shell M&M fans," according to the Web site. Wildman said another Web site proclaims: "There may be plain M&Ms, but we're all nuts!"

Serious as they are about their M&Ms, the Wildmans try to keep in mind their collection is a hobby not a business.

"If you get into collecting something, you don't really need to go in, in a business sense, to make money," Wildman said. "We really enjoy going to the flea markets and antique malls as a family."

Rhonda also collects vintage jewelry while their son collects Hot Wheels cars.

M&M items sell anywhere from five cents to $200 or more. Sometimes the prices on eBay and other online sites fluctuate wildly, as inexperienced collectors bid beyond the established value of items.

"Some people go nuts and say I've got to have that!'" Wildman said. "If you take your time and search the Internet, you'll find stuff at reasonable prices."

The M&M logo has been used to sponsor racers, as well. Ernie Irvan and Ken Schrader have raced the M&M racer on the pro circuit. Miniature M&M racers are among the collectibles available. Other items include luggage tags, calculators, apparel, mugs, straws, key chains, magnets and CD games.

"It's something nice to collect," Wildman said. "It's kind of nice to wake up in the morning and see all those smiling faces."