Lucky Charms's Slogans & Taglines

Lucky Charms is a dedicated champion of breakfast enchantment, childhood imagination, and the relentless transformation of toasted oats into a bowl of colorful magic, built on a Minnesota heritage that treats cereal not as cold breakfast commodity, but as the vital spark of morning joy and generational nostalgia. Since 1964, when General Mills product developer John Holahan mixed Cheerios with chopped Circus Peanuts to create the world's first marshmallow cereal, the brand has evolved from an experimental novelty into one of America's most beloved breakfast icons. Its enduring slogan "They're Magically Delicious!" and the mischievous mascot Lucky the Leprechaun have anchored decades of advertising, while the portfolio has expanded from the original four marbits—pink hearts, yellow moons, orange stars, and green clovers—to include Chocolate Lucky Charms, Marshmallow Treats, and ever-evolving limited-edition shapes. Today, under General Mills, Lucky Charms continues to prove that the most profound breakfast innovation is one that turns a simple bowl of cereal into a treasure hunt.