General Mills Communications
763-764-6364
Media.Line@genmills.com
Edelman
Lauren Durham
Lauren.Durham@edelman.com
St. Patrick’s Day is around the corner and our favorite leprechaun is nowhere to be found! For the first time, Lucky has taken his mischievous tricks to the next level and used his charms’ powers to disappear from limited-edition boxes of the magically delicious cereal. In an effort to catch the popular leprechaun, Lucky Charms is releasing a line-up of trap-inspired fun to help cereal lovers bring Lucky back to his box.
To encourage families to hone their trapping skills in advance of March 17, Lucky Charms and Hasbro have teamed up to launch “Lucky’s Leprechaun Trap.” Available exclusively at Shop.LuckyCharms.com, the new board game is a magical version of the family classic “Mouse Trap.” And to prep for the big day, each limited-edition cereal box from which Lucky has gone missing also includes a trap that you can cut out and use to try to catch your very own leprechaun. Collect all four unique versions, or DIY your own custom builds to create the ultimate leprechaun snare. Of course, no St. Patrick’s Day celebration is complete without a bowl of the returning fan favorite Green Milk Turn Lucky Charms with clover marshmallows that turn your milk a festive green.
We never know what our favorite, mischievous leprechaun is up to, but now with him off the box and on the run we're asking for everyone's help to find him.
For those looking to join the chase, Lucky was first seen ice fishing in Minneapolis, where he left behind life-sized charms and traces of magic, and most recently teased fans by making his way across the country to suntan on the beach in Miami. He is now rumored to be making his way to the set of ABC’s “American Idol.”
“We never know what our favorite, mischievous leprechaun is up to,” said Brandon Tyrrell, Senior Marketing Communications Manager at General Mills. “But now with him off the box and on the run we're asking for everyone's help to find him. We know he's a big “American Idol” fan and have reason to believe he could appear on set Feb. 25 and March 3 on ABC and next day on Hulu — so be on the lookout! ”
Join the chase to catch Lucky and get Leprechaun trap inspiration by following @luckycharms on TikTok, Instagram and Facebook, or visiting https://www.luckycharms.com/.
Lucky Charms’ Hasbro game is available for $14.99 at Shop.LuckyCharms.com and all limited-edition Lucky Charms boxes are available at retailers nationwide starting at 2/$6.
General Mills makes food the world loves. The company is guided by its Accelerate strategy to drive shareholder value by boldly building its brands, relentlessly innovating, unleashing its scale and standing for good. Its portfolio of beloved brands includes household names such as Cheerios, Nature Valley, Blue Buffalo, Häagen-Dazs, Old El Paso, Pillsbury, Betty Crocker, Yoplait, Totino’s, Annie’s, Wanchai Ferry, Yoki and more. Headquartered in Minneapolis, Minnesota, USA, General Mills generated fiscal 2023 net sales of U.S. $20.1 billion. In addition, the company’s share of non-consolidated joint venture net sales totaled U.S. $1.0 billion.
Hasbro is a leading toy and game company whose mission is to entertain and connect generations of fans through the wonder of storytelling and exhilaration of play. Hasbro delivers engaging brand experiences for global audiences through toys, consumer products, gaming and entertainment, with a portfolio of iconic brands including MAGIC: THE GATHERING, DUNGEONS & DRAGONS, Hasbro Gaming, NERF, TRANSFORMERS, PLAY-DOH and PEPPA PIG, as well as premier partner brands.
Hasbro is guided by our Purpose to create joy and community for all people around the world, one game, one toy, one story at a time. For more than a decade, Hasbro has been consistently recognized for its corporate citizenship, including being named one of the 100 Best Corporate Citizens by 3BL Media, one of the World’s Most Ethical Companies by Ethisphere Institute and one of the 50 Most Community-Minded Companies in the U.S. by the Civic 50. For more information, visit https://corporate.hasbro.com.
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