Marvel’s Loki takes over the Lucky Charms cereal box

The popular character steps in for the leprechaun on a limited-edition 'Loki Charms' ahead of his Disney+ series premiere

Published On
Jun 08, 2021

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Not since the clash of Wanda Maximoff and Agatha Harkness in the massively popular Disney+ series "WandaVision" has pop culture seen a face-off like this one: Loki vs. Lucky the Leprechaun.

To promote the new Marvel series "Loki," premiering on Disney+ tomorrow, June 9, the God of Mischief has invaded the animated world of Lucky Charms in a new spot and will also be appearing on limited-edition cereal boxes.

In the ad, the chipper, marshmallow-loving leprechaun skips through a magical doorway that slams shut behind him with an ominous boom. An animated Loki teleports into the scene and rebrands the General Mills cereal from "Lucky Charms" to "Loki Charms" with a new tagline: “They’re mischievously delicious.”

Loki has captured headlines this week not only for the character’s show, but because a Disney+ ad confirms the character identifies as gender fluid. General Mills has a history of supporting diversity and inclusion in its previous advertising and within the company. Adding Loki to Lucky Charms’ slate now feels fortuitously timely for Pride month.

The Loki Charms box trades cheerful red and rainbow for a black box with a mystical lime green swirl. An image of Tom Hiddleston’s Loki appears on the side in addition to his cartoon doppleganger. Only 3500 boxes are available, on sale June 9 at 11 a.m. ET. Avengers diehards can snag one for $8, including shipping, at before watching the show’s premiere later that evening.