MY LITTLE PONY
40 YEARS OF FRIENDSHIP KEY STATS
For the past 40 years, MY LITTLE PONY has offered its core audience of girls a springboard for imagination, where a fantastical world offers them the freedom to dream big as they see themselves in the diverse cast of relatable characters.
“O
ur focus continues to be on our core girl, offering magical stories of friendship and immersive products that enrich play and ensure MY LITTLE PONY is creating emotional and memorable connections that will stay with her into adulthood,” says Kristin McKay, Vice President and General Manager, Global Brands, Fashion and Preschool at Hasbro. As well as the core toy range,
Below: Basic Fun’s 40th anniversary collectibles. Bottom: Retro-inspired cosmetics from Catrice.
Left: Decorate your own doughnut from Doughnut Time
apparel is strong driver of growth for the brand, with a new collection in Primark in the UK doing very well. Irregular Choice will be releasing a 20 to 30 piece collection in 2024. Aside from fashion and toy, another exciting collaboration this year was with Doughnut Time in the UK, which launched a DIY decorate-your-own doughnut kit.
The Content Pipeline
The 2D YouTube series, Tell Your Tale, is leading the charge in content. “We took home a Kidscreen Award for best digital series earlier this year, and we’ve amassed 177m lifetime views since launch, scoring big in US, LATAM, EMEA and South-East Asia,” says McKay. “We are so confident in the power of this series, we’ve just greenlit content for another two years from 2024, with a doubled-up rollout that releases new episodes every week, as well as four longer form event specials throughout the year.”
“The depth of the brand’s heritage means MY LITTLE PONY has a strong teen/young adult following who still want to display their love of the brand,” says McKay. “As a business, we’re aware of what MY LITTLE PONY means to its fans, and our segmentation strategy allows
Make Your Mark series ranked Netflix Kids Top 10 in 90 countries (Oct 2022) Tell Your Tale on YouTube has had 200.7M lifetime views (to May 2023)
94% brand awareness in UK among parents of 4-6 year olds us to tap into our past and present to target audiences with different generations of ponies.” Nostalgia has featured particularly in toy and fashion this year, as the brand celebrates its 40th anniversary. In the toy aisle, Basic Fun brought the first generation of ponies back to life with a range of original ponies, including Celestial Ponies which were teased by Hasbro in the past but never released until now; plush as well as an assortment of blind box figures. Catrice launched a limited edition retro cosmetic collection in March across Europe, Singapore and New Zealand. A handmade jewellery collection from La Vidriola in Spain had strong media coverage in fashion magazines.
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22/09/2023 14:04