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’JRZ Celebrity Wire

Loki premieres on Disney+ tomorrow, and now there’s the perfect breakfast to go with the show (especially if you are going to wake up early to watch the premiere). That’s right, the mischievous Marvel antihero has unveiled his most recent takeover: Loki Charms.

In a YouTube video released by Lucky Charms, you can see their usual mascot, Lucky the Leprechaun, but after his departure, an eerie sound brews. Tom Hiddleston’s trickster appears, changing the signature catchphrase, “They’re magically delicious” to “They’re mischievously delicious.” The cereal is then transformed into a black and green box of Loki Charms, which will actually be available to purchase in limited supply.

Fans interested in the limited edition cereal will need to visit the website on Wednesday to buy a box. The presale opens at 9 a.m. ET “for participants who correctly guess the encryption password.” You’ll have to check the site to try your hand at figuring out the password. The regular sale for password-less people starts at 11 a.m. ET.

According to, the cereal will cost $8 per box and only 3,500 boxes will be available. While General Mills missed the opportunity to make Marvel-shaped marshmallows, the amusing box design and wordplay is what makes this marketing stunt work. The contents will in fact be the familiar crunchy shapes alongside the usual colorful marshmallows that look like hearts, clovers and unicorns.

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