In Russia there is a belief that if you get a ticket while on public transportation or just in movies, and the sum of the first half of the digits of the ticket number match to the sum of the second half, then you are holding a happy ticket, which, if to be eaten promptly, can bring luck to your life. During Soviet times, it was a must to check the ticket when you are in bus and to calculate in mind automatically if it's good to be considered magical or not, if yes - then to put it in the mouth in one sneaky move so that nobody around could see you doing this, then chew thoroughly and swallow. Thousands of people did this, not just little kids, though the kids were probably the champions by the amount of eaten tickets.
Probably in order to refresh this tradition, Russian Department of Transport has ordered cookies from Russian designers at artlebedev.ru that were made in a form of a Russian bus ticket, they have numbers on them too, and all the numbers are "lucky". It has many chances to become popular among people giving them sweet nostalgie feeling about their youth times when they were checking each and every ticket in hope of getting one lucky piece, and to tell their children or grand-children about this during the evening tea.