Hasbro and Lucky Charms, a General Mills brand, have partnered for a Lucky Charms-themed board game. Lucky’s Leprechaun Trap features the cereal’s mascot in a new version of the board game Mouse Trap.
Players will aim to capture the leprechaun in the limited-edition action and chain reaction game. The cards feature images of the different marshmallows, and the pieces feature Lucky in different poses.
The launch follows a marketing campaign following the missing mascot, who escaped from the box. Lucky Charms released the Turns Milk Green Lucky Charms cereal, which features a “leprechaun trap” on the back of the box that customers can cut out and use to trap the mascot, which is no longer on the front of the box.
The brand is encouraging consumers to practice their trapping skills through the game with hopes that Lucky will return before St. Patrick’s Day on March 17.
“We never know what our favorite, mischievous leprechaun is up to,” says 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 the next day on Hulu — so be on the lookout!”
Lucky’s Leprechaun Trap is available now at shop.luckycharms.com for $14.99.
