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Loki gets his own cereal, Loki Charms

It’s a General Mills and Marvel team-up

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Michael McWhertor is a journalist with more than 17 years of experience covering video games, technology, movies, TV, and entertainment.

Loki, the god of mischief, will be a part of a perfectly balanced breakfast later this week with the launch of Loki Charms, a new cereal (in reality, a rebrand of Lucky Charms) coming alongside Thor’s adopted brother’s new TV show. Your chance to secure a box of Loki Charms comes this Wednesday, the same day Loki premieres on Disney Plus.

General Mills and Marvel will release 3,500 boxes of Loki Charms through a dedicated website,, at 11 a.m. EDT/8 a.m PDT on June 9. Boxes cost $8 each, while supplies last, of course. If you head to the website and crack the code there, you might be able to secure a box early.

Here’s what that “mischievously delicious” sugary cereal looks like:

A box of Loki Charms cereal, enlarged to show detail Image: General Mills/Marvel

Loki drops this week on Disney Plus, with new episodes premiering weekly on Wednesdays. The new series picks up after the events of Avengers: Endgame, wherein Loki, in possession of the Tesseract once again, is on trial for his time crimes by the Time Variance Authority — the Marvel Universe’s time cops. It looks like a madcap heist in the merry Marvel way, but it may not go so well for ol’ Loki.

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