The breakfast cereal produced by General Mills under the name of Lucky Charms is one of the most popular brands with children.

The explanation for their astounding success lies in the ingredients: multicolor marshmallow pieces and bits of toasted oats cut in a wonderful variety of shapes.

Every Lucky Charms shape gets children's curiosity and increases the breakfast appetite. The happy colors and the periodical change of the marbits composition also have a great influence in keeping a high sales level. Moreover, market surveys are conducted periodically to test the public response to the concept idea of the Lucky Charms.

Due to the nationalist Irish green symbolism, the green clover marshmallow was the only Lucky Charms shape that was not present in the packages produced for the UK. Otherwise, the very first boxes of cereal manufactured by General Mills contained lots of yellow moons, orange stars, green clovers and pink hearts. Afterwards, the Lucky Charms shape variety greatly increased with the adding of the pots of gold and hourglasses, the blue diamonds, the purple horseshoes and the red balloons. In time some shapes get obsolete, which is why the manufacturer keeps re-inventing the Lucky Charms shape periodically.

Thus, modifications were first made on the blue diamonds and the yellow moons, as the moons turned blue and the diamonds were eliminated. Most of time, the change of one Lucky Charms shape goes silently, and only on various occasions it serves for advertising purposes.

Nowadays, the cereal forms include green leprechauns and five-pointed stars, whales, shooting stars, pink hearts, blue and yellow rainbows, purple horseshoes and some others. The Lucky Charms shape stay actual in the packages from the very first production series is the pink heart that is still a part of the brand.

The Lucky Charms shape represents the theme of the song or jingle describing the cereal box content. You will hear the rhymes in TV commercials or even listen it on the radio: the thing is that the song sticks to the mind and gets children's attention. In recent years more transformations took place with the appearance of the yellow and orange hourglasses in 2008 complementing the former 2007 introduction of the berry and chocolate flavors in addition to the classic marbits.

Therefore, the Lucky Charms shape remains a major element in the market promotion strategies, since it is part of the product specificity.