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The Social Side
■ 1.95 billion lifetime views of MY LITTLE PONY content on YouTube (as of Q2 ’18) ■ 41 billion lifetime views of user-generated content on YouTube (as of Q2 ’18) ■ Reached over 49 million fans on Facebook and 12 million fans on Instagram (lifetime)
Above: YouTuber, Angelic has recorded some bespoke music videos for MY LITTLE PONY. Right: Sambro’s arts and crafts range includes a travel activity case and cakepop maker.
base with the original MY LITTLE PONY style. One such collaboration was with Moschino, launched at the end of 2017, and included tee shirts, tops, dresses and bags. The range has been a hit with celebrities including Gwen Stefani, Nicky Minaj and Alessandra Ambrosio. Coming this autumn is a collection with French designer Olympia Le-Tan following on from Hasbro’s successful MONOPOLY collaboration. In addition to high-end fashion, Above: MY LITTLE PONY bag from Hasbro has broadened its DTR Olympia Le-Tan. relationships with a number of high street retailers, including European footwear retail chain Deichmann, European fashion chain C&A and Spanish retailer Lefties, as well growing its long standing H&M collaboration. Another big European retailer making waves with MY LITTLE PONY is Italian retailer, Tezenis. Launched in March 2018, there were two collections: adults and kids with 20 SKUs. More than 500 Tezenis stores across Europe had window displays and gave away 300,000 personalised shopping bags at launch events across their main flagship stores. Another exciting Right: In-store display at Tezenis. Far right: MY LITTLE PONY collection in store at Deichmann.
collaboration is one with Turkish football club, Fenerbahce. “This is potentially a huge one for the brand, as it is the first deal with a sports club and also incorporates co-branding, with apparel and back-to-school bags launching in September,” says James. “Fenerbahce has more than 20 million fans and among the top three sports clubs in Turkey.” Away from apparel, publishing is a growing category for the franchise, with a new deal with Egmont International Holding just signed over summer. Hasbro and Egmont Publishing are delighted to be strengthening their global MY LITTLE PONY collaboration by adding UK book rights to Egmont’s current territorial rights. Egmont Publishing will launch in July 19 with a variety of exciting formats including fiction, annuals, colouring and activity and gift. The MY LITTLE PONY franchise is also continuing to expand the arts and crafts category. “With over 100 products across Europe, Sambro International Ltd is continually refreshing its range,” says James. “We also work with leading UK licensees John Adams Leisure Ltd and have recently teamed up with Tomy UK Co Ltd with their AquaDoodle range and Flair with Shakermaker.” MY LITTLE PONY franchise growth is supported by the nurturing of existing relationships, the introduction of new collaborations and expanding and opening new categories. “There’s no doubt that the market is more crowded than ever before, but we know we have something very special with MY LITTLE PONY,” says James. “We’re continually refreshing our entertainment content, which drives all other aspects of the franchise. We’re working with new partners and exploring opportunities of driving brand engagement with new audiences. But at the same time, we’ve got something compelling for our core audience - be that content, experiential or consumer products.”