The typical box cover of Lucky Charms Lucky Charms is a a brand of breakfast cereal produced by the General Mills cereal company of Golden Valley, Minnesota, United States. The cereal consists of two main components: small, toasted bits of oats and multi-colored marshmallow bits (or marbits) in various "magical" shapes making up over 25 percent of the cereal's volume.[1] The label features an affable leprechaun mascot, Lucky, animated in commercials.