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Marvel’s Loki Is The New Lucky Charms Mascot

Coinciding with the release of Disney+’s new Loki series, the God of Mischief is taking over as the Lucky Charms mascot for a limited time.

Coinciding with the release of Loki, the title character is taking over as mascot for Lucky Charms cereal. Loki is an upcoming Disney+ series that sees Tom Hiddleston reprise his role as the trickster antihero and brother of Thor. The series is expected to take place after the events of Avengers: Endgame, in which an alternate form of Loki constructs a new timeline.

Hiddleston has portrayed the son of Odin in several Marvel Cinematic Universe films, including the Thor franchise, as well as The Avengers series. Hiddleston’s portrayal of Loki has seen high praise from critics and fans alike. The new Disney+ series will begin with an alternate form of Loki after he takes the Tesseract while the events of Avengers: Endgame play out. Loki is brought before the mysterious bureaucratic organization, the Time Variance Authority, where he’s given the choice to fix the timeline and stop a looming threat or face being erased from complete existence. It seems that time isn’t the only thing Loki is keen on disrupting.

Related: Loki’s Complete MCU Timeline Explained

General Mills is releasing a new version of their popular Lucky Charms cereal featuring Marvel’s Loki as the mascot. The cereal, dubbed “Mischievously Delicious” will release on June 9th to coincide with the release of the new Disney+ series. Pre-sale will begin at 9 AM ET for participants who can correctly guess the encrypted password, while the store will open at 11 AM ET for everyone else. Boxes of the cereal will sell for $8 each (which includes shipping). Check out Lucky Charms‘ promotional video for “Loki Charms” below:

Fans looking to score a box of “Loki Charms” should know that there will only be 3,500 boxes available (1,000 of those available only through pre-sale), making them magically exclusive. Over the years, other brands of cereal have also offered similarly exclusive versions of their breakfast varieties themed to various movies and shows, including everything from Spider-Man themed “Spidey Berries” to Kellogg’s “C-3PO’s” from the ’80s. Fans from all types of franchises have enjoyed eating their favorite characters for breakfast.

Loki taking over as a new mascot for Lucky Charms is a perfect combination. Lucky the Leprechaun has served as mascot for the cereal since 1963, and has often been depicted as playing tricks on the unlucky kids trying to steal his cereal. Now the God of Mischief is looking to play a few tricks of his own. While the cereal itself doesn’t appear to be any different (no marshmallow Mjolnirs included), the box has received a significant re-theming. So, fans eager to watch the new Disney+ series Loki will definitely want to enjoy their “Mischievously Delicious” breakfast once the show finally drops.

More: Loki: How Many Episodes It Has (And When The Finale Is)

Source: General Mills, Lucky Charms

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