St. Patrick’s Day is around the corner and Lucky Charms is noting the holiday with limited-edition packaging of its cereal that does not feature its infamous mascot, Lucky.
In an effort to catch the popular leprechaun, the brand is releasing a line-up of trap-inspired activities to help fans of its cereal bring Lucky back to his box.
The brand partnered with Hasbro on an online board game that takes a new twist on the classic game Mouse Trap, and also is rolling out cereal boxes with a trap that can be cut out and used to catch a leprechaun, the company said.
“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!”
Consumers can find the limited edition Lucky Charms boxes available at retailers nationwide.