Tom Hiddleston's Loki TV Show Has The Most Hilariously Perfect Tie-In Merch

loki disney+ tom hiddleston

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We've got just a couple of days until Loki finally premieres on Disney+, and while fans are already very hype for the show starring Tom Hiddleston as the God of Mischief (and trying to remember the important points of his story thus far), that doesn't mean that there aren't going to be all kinds of promotional pushes to make sure that everyone possible knows to tune in on June 9 for the new time-bending series. And, it turns out that Loki actually has at least one bit of hilariously perfect tie-in merchandise.

I'm sure we can all imagine that there will be an assortment of Loki toys, figurines and other products for sell shortly, but one thing I doubt many of us could have predicted would be a Loki tie-in cereal. If you're thinking back to your childhood and running down the list of popular breakfast cereals, you will, as the very least, probably know that Loki won't be appearing on any boxes of your grandpappy's favorite oat bran any time soon. But, if you haven't been able to put your finger on the perfect promotional tie-in just yet, why don't we go ahead and show you the commercial, posted on YouTube, so you can marvel (tee-hee) at how spot on it is:

Well, how much more perfect of a tie-in can you get for Loki than Lucky Charms cereal? As far as I know, this is the only breakfast food which proclaims to be "magically delicious," and we all know how much Loki loves his magic. Possibly the best part about this commercial, aside from the fact that Loki and Lucky never actually meet, is how briefly confused Loki looks before deciding that he might as well have fun in Lucky Charms cartoon land and see how "mischievously delicious" he can make breakfast time now.

As we know, Loki will follow the 2012 version of the character, who escaped (with that pesky Tesseract) during the Time Heist of Avengers: Endgame. Now captured by the Time Variance Authority, ol' evil Loki will be tasked with helping the TVA clear up the timeline trouble he caused by taking off and doing heaven only knows what, and with who knows what characters, until he was apprehended.

One of the reasons this Lucky Charms pairing is so great is because Lucky has powers himself, which are represented by the eight different marshmallow shapes (magical charms) in the cereal. (Don't ask me how much research I did on this. It's a dreary Monday morning, can you think of a better use of my time?) Loki is already gifted with several superhuman abilities because of his true Frost Giant nature, and he's a powerful sorcerer on top of that, with telekinetic tendencies that could only be enhanced by, say, the blue moon charm (power of invisibility) or the star charm (power of flight). And, if you think 2012 Loki wouldn't want more power, you'd be super wrong.

I also find it interesting that this Lucky Charms ad seems to be a bit of an extended version of one from late summer 2020 (please also refrain from asking me how many Lucky Charms commercials I watched). If you watch the rainbow, you can see that it fades in and out, going from rainbow colors to black and white a few times, before staying in its black and white form as Lucky disappears through his portal and Loki shows up through his own. 

I'm probably reading too much into this (again...Monday morning), but in that first ad, Lucky declared with alarm that "the magic's disappearing," so if we see Loki dealing with a loss of his own powers, even if it's just because of his capture by the TVA, that would be truly intriguing.

We still have tons of questions about what's to come with Loki, including how, specifically, it will tie into Doctor Strange in the Multiverse of Madness, but much will be revealed when the series finally debuts on Disney+ this Wednesday, June 9. For more on what to watch in the coming weeks, check out our guide to 2021 summer TV!

Adrienne Jones
Senior Content Creator

Yennefer's apprentice, Gilmore Girl; will Vulcan nerve pinch pretty much anyone if prompted with cheese...Yes, even Jamie Fraser.