General Mills Rebrands Lucky Charms as 'Loki Charms' for Streaming Debut

By Brendan Menapace

Two of the greatest sources of mischief in the world have joined forces in a branding endeavor like no other.

That’s right, Loki, the handsome and witty Marvel supervillain/frenemy, has taken over the branding from his good friend, the Lucky Charms leprechaun, to create “Loki Charms.”

OK, Loki didn’t actually do this. General Mills obviously has the final power to change their branding. But, Loki Charms are really happening as a promotional rollout for the new “Loki” show on Disney+.

A very cartoony Loki will replace the leprechaun on the box, which will also change its color scheme to something much more Loki-y. The cereal was only available today for a limited time on www.mischievouslydelicious.com, and has already sold out.

General Mills only made 3,500 boxes, 1,000 of which went to fans who guessed an early encryption code to get first dibs, according to Fansided.

Marvel fans are enthusiastic about their characters and universe, so it’ll be interesting to see if the resale game for this box of cereal can rival something like the BTS phenomenon going on with McDonald’s right now.

Regardless, it’s a fun way to co-brand a product, advertise a new show and get some online engagement at the same time.