NEWARK, N.J. — Mars Wrigley announced on Wednesday plans to celebrate Halloween by launching Treat Town, an app-based digital experience for families to virtually trick or treat for real candy.

The virtual Halloween portal will launch at midnight on October 1 and will offer Halloween fans of all ages the ability to create personalized spooky avatars, customized Halloween decorations for an in-app door, as well as the ability to “knock” on the doors of friends and family across the country. Mars Wrigley said its Treat Town app will offer people the chance to experience Mars Wrigley’s portfolios of brands such as M&M’s, Snickers, Twix and Skittles this season.

Participants will earn candy credits in the app, which can be redeemed for real Mars Wrigley products through national retail partners, online and/or in-store. Users can visit www.Treat-Town.com starting August 19 to sign up to be one of the first to  download the app.

“The virtual Mars Wrigley Treat Town Halloween experience demonstrates how we’re reinventing our business to bring better moments and more smiles to consumers,” said Anton Vincent, president of Mars Wrigley North America. “Our Mars Wrigley team pivoted quickly to save the traditions and celebrations of Halloween.”

Mars Wrigley’s 2020 candy lineup includes a sharpened portfolio of everyday favorites, classic Halloween varieties and new treats: M&M’s, Snickers, Twix, Skittles, Starburst, 3Musketeers and Milky Way widely available in multiple pack types to account for flexible celebrations this year whether that’s trick-or-treating, gifting or celebrating with treats at home.

There will also be the return of Zombie Skittles, M&M’s Ghoul’s Mix and M&M’s Glow-in-the-Dark packaging, and new M&M’s Chocolate Popcorn and M&M’s Creepy Cocoa Crisp.

Mars Wrigley said it is partnering with the National Safety Council to develop guidelines for safe ways to celebrate Halloween and enjoy seasonal festivities and traditions responsibly during the pandemic.