Magically Delicious Disney Cereal
March 6, 2011
It was a cold and blustery
Sunday morning in 2002 and Dad just
retrieved the morning paper.
He found the usual circulars, coupons, ads, etc.
but also, the morning paper came with a surprise
as it infrequently did: a sample of
Kellogg's cereal. My
day suddenly got brighter and I immediately
grabbed the sample and kept it in my room for
years until I searched like a madman today for
today's Sunday Brunch. A
little crazy, right? Well I
was reaching the pinnacle of insanity regarding
a love of Disney in 2002-Disney's House of Mouse
had been a must-watch Saturday morning cartoon
for me (even though I was in 10th
new theme parks had just opened at the
Disneyland Resort and the
Tokyo Disneyland Resort, the most popular
classic Disney animated features were premiering
on Platinum Edition DVDs, and to top it all off,
Disney partnered with Kellogg's to create a line
of Disney brand cereals. I
was fascinated with the idea that
Tony the Tiger, Snap, Crackle, Pop, and a
slew of other beloved cereal characters were
welcoming such classic Disney characters as
Winnie the Pooh, and my favorite,
Sorcerer Mickey. Here was
something I was sure to be Disney history as it
was my first time seeing a Disney branded
cereal. What a thrill!
(The actual 2002 Mickey's Magix cereal sample, still intact and smelling
like crayons-because that's what they were
stored next to all these years)
Kelloggs' and Disney's "Mickey's Magix" cereal was described on its
package as a "naturally, sweetened toasted oat
cereal with marshmallow." In
a sense, it is
Lucky Charms, replacing the magical
leprechaun with a magical mouse.
The name seems to join the trend in
ending cereal names with an "ix" (Kix, Trix)
which I'm sure has some sort of significance. The design of the package includes Mickey
with his magical bowl of cereal in the
foreground and a fun collection of Disney
characters in the background by a small castle.
Pluto guards the castle door while Goofy
is seen in a jester outfit pulling a
rabbit-eared Donald out of a hat.
If you look even closer, there are two
small bunnies, one with a huge resemblance to
Thumper and the other cracking up as they watch
The Magix cereal was made
of the magic of Sorcerer Mickey!
It consisted of toasted oat,
whole grain star cereal bits with a pixie
powdering of blue sprinkles accompanied with a
helping of pastel colored marshmallows, whose
shapes are a direct reference to the design of
Mickey's sorcerer hat: stars, moons, and the
forever recognizable Mickey head silhouettes.
The following year, the marshmallow bits
were changed (probably because they resembled a
little too closely to rival General Mills' Lucky Charms
lucky charms) to miniature sorcerer hats
After nearly 10 years, the
cereal is still intact! Now
don't get too excited, I'm not about to open
this up and tell you how it tastes.
1) It's been 9 years and 2) Since
substantial amount of time has passed, here is a
piece of Disney history sitting in front of me. If you think you're excited now for
Mickey's Magix, hold on to your sorcerer hats
because I haven't even mentioned the best part. This magical cereal magically turns your
milk blue! It says right on
the box, "WOW! The milk turns BLUE!" Holy cow, when was the last time your
cereal made your milk change colors? Well, on purpose anyway-the magical
sprinkle bits on the oat stars acted as a food
dye to change white milk colors. When the marshmallows changed, the
package artwork changed a bit and the cereal
colors also changed. Now milk
turned purple, and in some countries the milk
(Image from Mr.
Sadly, I never got around
to trying an actual box of this cereal for real,
but blogger Poh Huai Bin in
Malaysia has. Read
about his experience with Mickey's magix cereal
where his milk turned pink!
To close this awesome trip
into the world of Disney cereal, I leave you
with one of my favorite things about
breakfast cereal: the
advertising that goes with it.
For Mickey's Magix cereal, Disney
released an AWESOME, fully animated commercial.
I won't discuss it further here, you'll
just have to wait for my brother's
March 12th Saturday Matinee!
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