Lucky Charms, they’re magically sexist!

Today, we had Lucky Charms for breakfast. Not the healthiest choice, I know, but that’s how it went down. My six year old daughter counted 8 different charms on the back of the box, each with a portrait and storyline. Out of those, just 2 are female. I’m not even talking about Lucky, the  leprechaun, I’m talking about the charms.


My daughter read the box to me:

Hourglass is a smarty pants scientist whose inventions don’t always turn out the way he planned. He’s bringing his toolbox to the party.

In the photo above, you can see Hourglass on the left with the hat, a lock of brown hair, and a mustache.

That one she’s pointing to is Shooting Star

a seriously silly dude. He’s bringing juggling balls to the party…even though he doesn’t know how to juggle.

Guess what one of two girls (or as I call them Minority Feisty) is named? Rainbow. She is…

“the most magical charm of all. She wants to add some sparkle to the party with a disco ball.”

Good to know  her interior decorating skills are strong. What’s a girl who doesn’t want to add sparkle to her shoes, her dress, her soccer ball? Is she a girl at all?

My husband jokes that cereal boxes are like morning newspapers for kids. My three daughters fight about who gets to put the box in front of their bowl. Those boxes are seriously valuable real estate in kidworld and yet, there is a not a single female mascot on a children’s cereal box. Not a single one. I’ve written about this blatant sexism on Reel Girl for years but it was only when Raj from the hit show “The Big Bang Theory” made the same observation, that the issue got some traction. Things are going to change now, I thought. Raj has taken this issue on.

I was wrong. That episode aired three years ago. More stories keep coming and almost all of them are about males.

Reel Girls posts about sexism and children’s food packaging, girls get stereotyped or go missing:

Play ‘Find the Girls on the Cereal Box’ featuring…Captain Crunch!

New game to play with kids: Find the Girls on the Cereal Box!

M &Ms, Goldfish, cereal boxes, and the Minority Feisty

Raj’s list of all male cereal box characters from ‘Big Bang Theory’

“Big Bang Theory” mentions gender bias in kids’ cereal packaging

30 Greatest kids cereals of all time, 100% male characters

Today’s breakfast cereal shows female on the box, guess what she’s proud of?

Pepperidge Farm introduces Princess Goldfish, gendering kids’ food reaches new low

Good job on race, Cheerios, but what’s with the gender stereotypes?

Cheerios box shows kids girls gone missing

Buying my first box of Wheaties…

Why is Dora sunbathing in the freezer aisle?

New M & Ms package shows female getting stalked

Look what Ms. Green has to say on M & Ms’ Facebook page today

Why isn’t Pebbles on the Cocoa Pebbles?

Hey Goldfish Snack Crackers, girls aren’t a minority

How about some images of boys with your Reese’s Puffs?

Raj’s list of all male cereal box characters from ‘Big Bang Theory’

On Reel Girl’s Facebook page, Danielle Cole reports the full list of all male cereal box characters that Raj listed last night on “Big Bang Theory.” Raj said he’d done the research and there are no female cereal box characters at all.

Here’s Raj’s list:

Snap, Crackle, and Pop


The Cheerios bee


Toucan Sam




The Honeycomb Bear


Count Chocula



Tony the Tiger


Diggum the Frog


Captain Crunch


Trix the Rabbit




Boo Berry

Boo Berry

Wow. Isn’t that shocking? And shocking that it’s not shocking, if you know what I mean.

In total, Raj listed 14 characters from kids’ cereal boxes, every one a male.

Before you scoff at this blatant sexism as Raj’s friends did, remember: these characters are designed to appeal to your kids. Huge companies poured millions of dollars into creating these guys, to make them into household names. So why are female characters completely missing from this line up?

Can you imagine shopping at Safeway with your kids and seeing shelves lined with cereal box after cereal box, all featuring images of an all female a cast of heroes and villains? Do you think you’d notice? Do you think your kids would?

Why is it so normal for parents and children to see an imaginary world where girls go missing?