Editing Lucky Charms (section)

==Marshmallows==
[[File:Lucky Charms (14803357412).jpg|thumb|Lucky Charms]]
The first boxes of Lucky Charms cereal contained marshmallows in the shapes of pink hearts, yellow moons, orange stars, and green clovers. The lineup has changed occasionally, beginning with the introduction of [[Diamonds (suit)#Characteristics|blue diamonds]] in 1975, followed by purple horseshoes in 1983,<ref>{{Cite web|url=https://blog.generalmills.com/2014/03/lucky-charms/|title=The ultimate guide to Lucky Charms|date=March 17, 2014|website=A Taste of General Mills|access-date=13 September 2019|archive-date=15 November 2019|archive-url=https://web.archive.org/web/20191115121604/https://blog.generalmills.com/2014/03/lucky-charms/|url-status=live}}</ref> red [[balloon]]s in 1989, green trees in 1991, [[rainbow]]s in 1992, blue moons in 1995, [[leprechaun]] hats in 1997 (temporarily replaced the green clovers), orange shooting stars and around-the-world charms in 1998 (added blue, green, yellow, purple, and red in 2011), a crystal ball in 2001, an hourglass in 2008,<ref name="Discover"/> and a unicorn in 2018. In 2013, 6 new rainbow swirl moons and 2 new rainbow charms were introduced. From the original four marshmallows, the permanent roster as of 2013 includes eight marshmallows.

Older marshmallows were phased out periodically. The first shapes to disappear were the yellow moons and blue diamonds, replaced by yellow/orange pots of gold and blue moons respectively in 1994. In 2006, the assortment included purple horseshoes; red balloons; blue crescent-moons; orange and white shooting stars; yellow and orange pots of gold; pink, yellow, and blue rainbows; two-tone green leprechaun hats; pink hearts (the one shape to survive since the beginning); with the most recent addition being the return of the clovers in 2004. In 2008, the Pot of Gold marshmallow was replaced by an hourglass shape.<ref>{{cite web | url=https://www.popsugar.com/food/lucky-charms-cereal-boxes-34087858 | title=50 Years of Lucky Charms Cereal Boxes | date=18 February 2014 }}</ref> 10 years later, in 2018, the hourglass shape in turn was replaced by a unicorn, which was chosen on social media by way of [[emoji]]s.<ref>{{cite web|title=Lucky Charms reveals new unicorn marshmallow|url=http://abc7.com/3107958/|website=[[KABC-TV]]|access-date=February 19, 2018|date=February 19, 2018|archive-date=20 February 2018|archive-url=https://web.archive.org/web/20180220024033/http://abc7.com/3107958/|url-status=live}}</ref><ref>{{cite press release|title=Lucky Charms Unleashes The Power Of The Unicorn As The Next New Permanent Marshmallow In Its Magical Cereal Line-Up|url=https://www.prnewswire.com/news-releases/lucky-charms-unleashes-the-power-of-the-unicorn-as-the-next-new-permanent-marshmallow-in-its-magical-cereal-line-up-300600307.html|publisher=[[PR Newswire]]|access-date=February 19, 2018|date=February 19, 2018}}</ref> The size and brightness of the marshmallows changed in 2004.<ref>{{cite web|url=http://www.lavasurfer.com/cereal-generalmills.html |title=General Mills Cereals |publisher=Topher's Breakfast Cereal Character Guide |archive-url=https://web.archive.org/web/20120306080218/http://www.lavasurfer.com/cereal-generalmills.html |archive-date=March 6, 2012 |url-status=live }}</ref>

Recent changes to the marshmallows include the star shape taking on a "star" design, the orange five-pointed star being complemented by a white "trail". In late 2005, another marshmallow shape was added, the "Hidden Key". It is a solid yellow marshmallow that resembles an arched door (similar to the shape of a tombstone; flat at the bottom, flat sides with a round top). When liquid is added to the cereal, the sugar in the marshmallow dissolves and the shape of a skeleton key appears "as if by magic". The tagline was, "Unlock the door with milk!" This "new" marshmallow type has been used in other hot and cold cereals, but with mixed success (from characters "hidden" inside a bigger marshmallow to letters appearing). In early June 2006, General Mills introduced Magic Mirror marshmallows. In 2008, yellow and orange hourglass marshmallows were introduced with the marketing tagline of, "The Hourglass Charm has the power to Stop Time * Speed Up Time * Reverse Time". As of 2011, swirled marshmallows and rainbow-colored stars have been introduced.{{citation needed|date=May 2012}}

The marshmallows are meant to represent Lucky's magical charms, each with their own special meaning or "power". {{As of|2021|April}}, the following are explanations of the permanent marshmallows:<ref>{{cite web |title=Lucky's Magic Charms |url=https://www.luckycharmskids.com/charm-powers/ |website=Lucky's World |access-date=8 November 2021 |archive-date=8 November 2021 |archive-url=https://web.archive.org/web/20211108120712/https://www.luckycharmskids.com/charm-powers/ |url-status=live }}</ref>

* Heart Charm – Gives life to objects
* Star Charm – Power of flight
* Horseshoe Charm – Power of speed
* Clover Charm – Power of luck
* Blue Moon Charm – Power of invisibility
* Unicorn Charm – Brings color to the world
* Rainbow Charm – Power to teleport
* Red Balloon Charm – Power to float

===Limited edition marshmallows===

There have been more than 30 featured limited edition marshmallow shapes over the years, with the introduction of themed Lucky Charms, such as Winter Lucky Charms. Some of these include:
* In 1986, a whale-shaped marshmallow was temporarily added to the lineup.<ref name="5 Things about Lucky Charm Cereal">{{cite web |url=http://www.1888articles.com/5-things-about-lucky-charm-cereal-0145340.html |title=5 Things about Lucky Charm Cereal |access-date=2013-02-12 |url-status=dead |archive-url=https://web.archive.org/web/20130531140831/http://www.1888articles.com/5-things-about-lucky-charm-cereal-0145340.html |archive-date=2013-05-31 }}</ref>
* In 1990, a green pine tree-shaped marshmallow was temporarily added to the lineup.<ref name="5 Things about Lucky Charm Cereal"/> During that time, the cereal promoted Earth Day with a free Colorado Blue Spruce seedling with proofs-of-purchase.<ref name="Lucky Charms and Christmas">{{cite web |url=http://www.blog.generalmills.com/2011/12/lucky-charms-and-christmas/ |title=Lucky Charms and Christmas |access-date=2014-06-18 |archive-date=14 July 2014 |archive-url=https://web.archive.org/web/20140714224054/http://blog.generalmills.com/2011/12/lucky-charms-and-christmas/ |url-status=live }}</ref>
* In 1991, the star and balloon shape marshmallows were combined for a short time. The red balloon featured a gold six-pointed star. The star was removed at a later date to make the Red Balloon and Star marshmallows separate.<ref name="5 Things about Lucky Charm Cereal"/>
* In 1994, sprinkles were temporarily added to the marshmallows.
* In 1999, the moon shape marshmallows were modified with the addition of the yellow curve line for a limited time.
* In 2000, a "New Sparkling Rainbow" was added to the mix for a limited time. It was described by General Mills as "a sprinkling of multicolored sugar on a white rainbow marbit". This marshmallow replaced the original rainbow at this time.<ref>{{cite news |url=https://www.nytimes.com/2000/06/02/business/media-business-advertising-marketers-bet-concept-good-luck-selling-tool.html?sec=&spon= |title=Marketers bet on the concept of good luck as a selling tool |access-date=2009-05-06 |work=The New York Times |first=Stuart |last=Elliott |date=2000-06-02 |archive-date=6 March 2016 |archive-url=https://web.archive.org/web/20160306130418/http://www.nytimes.com/2000/06/02/business/media-business-advertising-marketers-bet-concept-good-luck-selling-tool.html?sec=&spon= |url-status=live }}</ref>
* In 2010, the swirled marshmallows were in Lucky Charms for a limited time.
* In June 2013, two new rainbow marshmallows were added for LGBT Pride Month.<ref>{{cite web |url=http://www.huffingtonpost.com/2013/06/28/lucky-charms-gay-pride_n_3516447.html |title=Lucky Charms, General Mills Cereal, Celebrates LGBT Pride With #LuckyToBe Campaign |publisher=Huffingtonpost.com |date=2013-06-28 |access-date=2013-12-30 |archive-date=3 July 2013 |archive-url=https://web.archive.org/web/20130703231024/http://www.huffingtonpost.com/2013/06/28/lucky-charms-gay-pride_n_3516447.html |url-status=live }}</ref>
* In 2015, new diamond-shaped marshmallows were added in.{{citation needed | date=November 2017}}
* Introduced in 2017, limited edition cinnamon vanilla Lucky Charms include only snowman, snowball, and snowflake-shaped marshmallows.
* In 2018 a unicorn shaped-marshmallow was added; it became a permanent addition later that year.{{citation needed|date=October 2020}}
* In 2018 winter-themed marshmallows, including snowmen and snowflakes, were added as part of a limited edition chocolatey winter mix.<ref>{{Cite news|url=https://www.bustle.com/p/lucky-charms-chocolatey-winter-flavor-is-here-for-a-limited-time-13142665|title=Lucky Charms' Chocolatey Winter Flavor Is Here For A Limited Time|last=Dana|first=Lauren|date=November 19, 2018|work=Bustle|access-date=November 28, 2018|archive-date=29 November 2018|archive-url=https://web.archive.org/web/20181129054301/https://www.bustle.com/p/lucky-charms-chocolatey-winter-flavor-is-here-for-a-limited-time-13142665|url-status=live}}</ref>
* In 2021, a limited edition variant of the cereal was promoted called "Loki Charms," modelled after the [[Marvel Cinematic Universe]] Norse God supervillain [[Loki (Marvel Cinematic Universe)|Loki]] in promotion of the [[Disney+]] original [[television series]], ''[[Loki (TV series)|Loki]]''. All supplies of the cereal were sold out in seconds upon release on June 9, 2021.<ref>{{cite web |last1=LeBlanc |first1=Wesley |title=Out in Seconds |url=https://www.ign.com/articles/mischievously-delicious-loki-charms-sell-out-in-seconds |website=[[IGN]] |date=9 June 2021 |access-date=18 June 2021|archive-url=https://web.archive.org/web/20210609184613/https://www.ign.com/articles/mischievously-delicious-loki-charms-sell-out-in-seconds|archive-date=9 June 2021}}</ref>

===Marshmallow-only promotions===
For an [[advertising campaign]] in May 2017, General Mills announced they would be promoting 10,000 boxes of cereal that contain only marshmallow pieces.<ref>{{Cite news|url=https://www.nbcnews.com/business/consumer/lucky-charms-gives-away-10-000-marshmallow-only-boxes-n760386|title=Lucky Charms Gives Away 10,000 Marshmallow-Only Boxes|publisher=The VERGE|author=Natt Garun|date=26 April 2017|access-date=17 May 2017|archive-date=16 May 2017|archive-url=https://web.archive.org/web/20170516223120/http://www.nbcnews.com/business/consumer/lucky-charms-gives-away-10-000-marshmallow-only-boxes-n760386|url-status=live}}</ref> In order to win one of the coveted boxes, consumers would need to purchase a specially marked box of regular Lucky Charms with a code on the inside panel.  The code would be entered into an official website to see if the consumer is the winner of one of the 10,000 [[novelty]] boxes produced.  The sweepstakes ran through December 2017.<ref>{{cite news |last=Painter |first=Kristen |url=http://www.startribune.com/general-mills-to-make-10-000-boxes-of-marshmallow-only-lucky-charms/422348503/ |title=General Mills to make 10,000 boxes of marshmallow-only Lucky Charms |work=[[Star Tribune]] |date=2017-05-15 |access-date=2017-05-16 |archive-date=16 May 2017 |archive-url=https://web.archive.org/web/20170516211901/http://www.startribune.com/general-mills-to-make-10-000-boxes-of-marshmallow-only-lucky-charms/422348503/ |url-status=live }}</ref><ref>{{Cite news|url=http://www.adweek.com/brand-marketing/why-lucky-charms-is-stuffing-10000-cereal-boxes-full-of-just-marshmallows/|title=Amazon's Echo Look Privacy Could Be a Big Issue Someday|publisher=NBC News|author=Ben Popken|date=16 May 2017|access-date=17 May 2017|archive-date=17 May 2017|archive-url=https://web.archive.org/web/20170517035317/http://www.adweek.com/brand-marketing/why-lucky-charms-is-stuffing-10000-cereal-boxes-full-of-just-marshmallows/|url-status=live}}</ref>

In August 2020, General Mills announced it would be selling packages of Lucky Charms marshmallow-pieces-only in retail outlets for a limited time. Each six-ounce bag contains hearts, stars, horseshoes, clovers, blue moons,  rainbows, red balloons, and unicorns.<ref>{{cite news|url=https://www.foxnews.com/food-drink/lucky-charms-marshmallow-only-pouches/|title=Lucky Charms releasing marshmallow-only pouches for a limited time|publisher=Fox News|author=Alexandra Deabler|date=20 August 2020|access-date=25 August 2020|archive-date=25 August 2020|archive-url=https://web.archive.org/web/20200825231314/https://www.foxnews.com/food-drink/lucky-charms-marshmallow-only-pouches|url-status=live}}</ref>