Disney has elected to collaborate with General Mills to offer a limited-time promotional version of their Lucky Charms cereal to commemorate the premiere of Loki. Unlike other tie-in cereals from General Mills in the past, the product itself will remain the same, with the only difference being new artwork on the box featuring a stylized Loki in a similar design to Lucky, it’s regular leprechaun mascot. But really, the name itself is enough to justify the idea. It’s not the funniest joke ever made, but it’s probably the best one anyone will see next to a box of Wheaties.
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The catch is that only 3500 boxes of the sugary promo will be available starting 11:00 am EST the day Loki premieres. Interested fans will have to head to a specific site shown in the ad to purchase one of their own, but those looking for a challenge can try to figure out a secret password in order to be one of the lucky 1000 to buy one starting at 9 am. Boxes will be $8 apiece, which probably seems high even for name-brand cereal. But this is a collector’s item, after all. Even if the buyer elects to eat the contents, the box itself is still a unique piece of merchandise. This means that there’s a very real possibility that scalpers will buy the cereal in bulk and resell it online, a sentence many likely never expected to read.
Loki picks up right where Tom Hiddleston’s title character left off in Avengers: Endgame, as he escapes the custody of the team of heroes only to be apprehended by a corporation known as the Time Variance Authority. Charged with meddling with the timeline, Loki is tasked by Owen Wilson’s Mobius with traveling throughout history fixing all the anomalies his actions have caused. For a trickster god, he’s really had a rough time with escape attempts, hasn’t he?
Now, Loki Charms might not have the most effort put into it compared to other promotional cereals, like the Super Mario cereal from a few years ago that doubled as an actual Amiibo. But it’s certainly timed well enough given the show’s release. Perhaps the only real critique here is that it should have been available in stores rather than only through a website. It’s just a box change, after all. Just an adjusted bit of cardboard with the same classic marshmallow cereal would have flown off shelves in grocery stores across the country, even with its inflated price.
Either way, it’s a solid bit of wordplay that will surely be met with chuckles and groans alike. But hey, maybe that’s all part of the experience. After all, it’s not a real collector’s item unless it’s at least a little bit ridiculous.
Interested fans can buy a box of Loki Charms starting at 11 am EST on June 9th at MischievouslyDelicious.com.
Loki premieres on June 9th, 2021, on Disney Plus.
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Source: Lucky Charms/YouTube
