An advertising company employed by General Mills and Company suggested marketing the new cereal around the idea of charm bracelets. Thus, the charms of Lucky Charms were born. Lucky Charms is the first cereal to include marshmallows in the recipe. The mascot of Lucky Charms, created in 1963, is Lucky the Leprechaun, also known as Sir Charms, and originally called L. C. Leprechaun. The cartoon character's voice was supplied by the late voice actor Arthur Anderson until 1992. Lucky has also been voiced by Eric Bauza, Tex Brashear, Jason Graae, Doug Preis, and Daniel Ross. In 1975, Lucky the Leprechaun was briefly replaced by Waldo the Wizard in New England, while Lucky remained the mascot in the rest of the United States. The oat cereal was not originally sugar-coated. 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. "
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