Bob Schwartz

As you’ll see below, I was pretty excited when General Mills added magical unicorns to Lucky Charms in 2018.

In 2018 they said the unicorns were “permanent”. Yeah, that’s what they told the hourglass. I just went back to check. Not only are the unicorns still in the box, but just this year General Mills offered a limited-time Marshmallows Only (no cereal) Lucky Charms–with JUMBO UNICORNS.

Back in 2018 I said that if there was ever a time for unicorns, that was it. I have to add in 2026, if there is ever a time for JUMBO UNICORNS, this is it.

Timeless magic that’s cosmically delicious!

From General Mills:

For the first time in 10 years, Lucky Charms is introducing a new and permanent marshmallow – the magical unicorn! The magically delicious brand tapped into the imagination and creativity of young minds to hand select the newest charm and the decision was unanimous.

“Our goal is to not only create a cereal that families and cereal fans will love and enjoy, but to inspire magical possibilities and help spark imagination and fun no matter what the age,” said Josh DeWitt, marketing manager of Lucky Charms. “That’s why, after 10 years, we decided to introduce a new charm with the help of the keepers of magic themselves – kids. They spoke, and after hearing their love for the magical unicorn, we listened.”

From magical and lucky to cool and colorful, both boys and girls agreed that these mythical creatures had timeless magic that was the perfect fit for the only truly magical marshmallow cereal. The new unicorn charm, which features hues of bright purples and blues, is the first-ever marshmallow to be inspired and created by kids.

With the entrance of the new magical charm, consumers will have to say goodbye to the hourglass marshmallow, which has been a staple in the magical line up for more than a decade. Lucky Charms marshmallow blend will continue to feature eight lucky charms including hearts, stars, horseshoes, clovers, blue moons, rainbows, red balloons and now magical unicorns.

The cosmic significance of this change can’t be overstated. The hourglass is the symbol of time, in all of its inevitably and finitude. That’s gone. The unicorn represents “timeless magic” and will “inspire magical possibilities and help spark imagination and fun.”

If there was ever a time for unicorns, at breakfast or whenever, this is it. Thanks General Mills!

Timeless magic that’s cosmically delicious!

From General Mills:

For the first time in 10 years, Lucky Charms is introducing a new and permanent marshmallow – the magical unicorn! The magically delicious brand tapped into the imagination and creativity of young minds to hand select the newest charm and the decision was unanimous.

“Our goal is to not only create a cereal that families and cereal fans will love and enjoy, but to inspire magical possibilities and help spark imagination and fun no matter what the age,” said Josh DeWitt, marketing manager of Lucky Charms. “That’s why, after 10 years, we decided to introduce a new charm with the help of the keepers of magic themselves – kids. They spoke, and after hearing their love for the magical unicorn, we listened.”

From magical and lucky to cool and colorful, both boys and girls agreed that these mythical creatures had timeless magic that was the perfect fit for the only truly magical marshmallow cereal. The new unicorn charm, which features hues of bright purples and blues, is the first-ever marshmallow to be inspired and created by kids.

With the entrance of the new magical charm, consumers will have to say goodbye to the hourglass marshmallow, which has been a staple in the magical line up for more than a decade. Lucky Charms marshmallow blend will continue to feature eight lucky charms including hearts, stars, horseshoes, clovers, blue moons, rainbows, red balloons and now magical unicorns.

The cosmic significance of this change can’t be overstated. The hourglass is the symbol of time, in all of its inevitably and finitude. That’s gone. The unicorn represents “timeless magic” and will “inspire magical possibilities and help spark imagination and fun.”

If there was ever a time for unicorns, at breakfast or whenever, this is it. Thanks General Mills!