M&M’s have had a ‘progressive’ makeover – could this be feminism’s sweetest victory? | Arwa Mahdawi

The chocolate characters are getting new footwear to promote inclusivity. And conservative pundits are furious

No doubt I speak for every woman on Earth when I say this: thank you, Mars! When I was a little girl I felt as if I could never be my authentic self because of the way the green M&M mascot used to dress. Every time I saw her tottering around in advertisements wearing white go-go boots and fluttering her long eyelashes, a little part of me would die inside. Although young, I recognised something profound: women would only be free when multinationals allowed anthropomorphised chocolate to wear sensible shoes.

At long last, that time has come. Last week, Mars Wrigley, the international purveyor of sugary goods, announced that it was revamping (or, rather, de-vamping) its six M&M characters to promote inclusivity. Most notably: the green one is switching out boots for trainers and the brown one is swapping stilettos for kitten heels. It is kind of questionable that they are still forcing the brown one into heels of any kind if you ask me. Nevertheless, it is still a massive step forward for feminism.

Arwa Mahdawi is a Guardian columnist