Plus Licens: My Little Pony

WITH MORE THAN 1.5 BILLION dollars in retail sales since 1983, My Little Pony is a global phenomenon not only in toys. The brand has now relaunched with an all new look, a new TV series with a growing fan base also outside the key demographics, and new art programs extending into publishing, entertainment and apparel.

My Little Pony is a children's toy that celebrates magic, kindness, thoughtfulness, friendship, love and fun; distinguishing the brand from many hard-edged children's products in the modern market. My Little Pony offers a fantasy world that is adapted to the small child's imagination, without any rush to grow up, an easy, engaging, playful fantasy with play patterns loved by little girls and experiences encouraged by their caretakers. The updated brand's contemporary aesthetic is primarily targeted to girls 3-6 and secondary 7-9, but the new TV series has also proven able to attract an older audience (known as "bronies") with its modern anime-inspired visuals and clever gags.

Launched in 1983, My Little Pony became an overnight sensation. During its first ten years, the brand generated worldwide retail sales in excess of $1 billion. For seven years, My Little Pony was ranked the #1 mini doll brand! The current toy range features multiple play patterns for girls 3-6 in the themes "Nurturing", "Hair Play", "Dress Up", "World Play" and "Vehicle Play". Only during the last eight years, over 800 million ponies have been sold. There are currently over 150 My Little Pony licensees worldwide and the international publishing program comprises a wide range of publishing programmes, including magazines in 17 different languages, sticker collectables and activity books.

The My Little Pony: Friendship is Magic series premiered in October 2010 on the new Hasbro channel The Hub in the US, and the second season of 26 half-hours launched in the US in September 2011. The series takes place in the land of Equestria, populated by numerous anthropomorphic ponies (including unicorns and pegasus variants) and includes a mix of original characters from the toy line and new characters developed for the show. The six main characters of My Little Pony: Friendship is Magic are envisioned to be similar in maturity to human teenagers in 12- to 18-year-old range. A central theme of the series involves "cutie marks", iconic symbols that magically appear on a pony's flank once he or she has discovered his or her special talent in life.

External link: Official My Little Pony web site

Plus Licens represents Hasbro for merchandising, publishing and promotional rights for My Little Pony in the Nordic countries and Central and Eastern Europe.