Apparently, nobody loves a good pun like the god of mischief. At least, that seems to be the case based on the new limited edition of Lucky Charms being made to promote Marvel’s new Disney Plus seriesLoki. With the absolutely perfect name of “Loki Charms,” it looks like the definition of “mischief” now includes top-tier dad jokes.
Disney has elected to collaborate with General Mills to offer a limited-time promotional version of their Lucky Charms cereal to commemorate the premiere ofLoki. Unlikeother tie-in cereals from General Millsin 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 ESTthe dayLokipremieres. 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 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.
Lokipicks up right where Tom Hiddleston’s title character left off inAvengers: 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 theSuper Mariocerealfrom 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 nota real collector’s itemunless 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 atMischievouslyDelicious.com.
