The promotional campaign for the new Loki TV streaming series on Disney+ has ramped up with a new tie-in with General Mills in which Loki "takes over" Lucky Charms to create a new limited edition cereal called Loki Charms.
The cereal will be sold on the Mischievously Delicious website starting on the morning of June 9th, the same time that the Loki series begins to stream. There will be only 3,500 boxes available for sale (the price is $8, shipping included).
General Mills released an adorable cartoon promo for the new cereal in which Lucky Charms' mascot, Lucky the Leprechaun, seems to invoke the lucky charms of the cereal (hearts, stars, horseshoes, clovers, blue moons, unicorns, rainbows and red balloons) to open an inter-dimensional doorway that he runs through to have some of the cereal. Once he leaves, though, Loki sneaks in and remarks, "They'e mischievously delicious" and then laughs as he takes control of the box, transforming the iconic red box to "Loki Charms," with an adorable Loki cartoon figure on the box in place of Lucky.
The cereal is the same mixture of marshmallows and frosted oats as the classic Lucky Charms cereal that General Mills has been selling since 1964, only with Loki on the box.
It is interesting to note that the charms will remain the same, as General Mills has often done special promotions in which the marshmallows in the box have changed for special events or holidays. For instance, for Pride Month in 2013, there were two new special rainbow charms and in 2018, for Christmas, there were winter-themed charms, like snowmen and snowflakes.
In a unique twist, while the cereal will go on sale at 11am on June 9, you can actually purchase some of the cereal even earlier if you can guess what the encrypted password is for presale purchases. This was not mentioned in the commercial above, so it is likely that it is a simple substitution cipher deal, but it is clever of General Mills to give fans a chance to pull a Loki and "cheat" their way to getting the cereal early.
Loki stars Tom Hiddleston, Owen Wilson, Sophia Di Martino, Gugu Mbatha-Raw and Richard E. Grant. The series premieres June 9 on Disney+.
Source: Lucky Charms on Twitter