Lucky Charms (send away prizes)

After initial sales failed to meet expectations, the oats were sugar coated, and the cereal's success grew. Piggy banks and plastic watches were introduced as cereal box send-away prizes as a marketing tactic to increase sales. The recipe for the cereal remained unchanged until the introduction of a new flavor: Chocolate Lucky Charms, in 2005. Later in 2012, General Mills introduced "Lucky Charms Marshmallow Treats."