3 minute read
MY LITTLE PONY
INSET: A new generation of ponies for a new generation of kids debuted in the movie.
LEFT: Hasbro’s new toy line has been very popular
Time for a New Generation
MY LITTLE PONY is bringing a new generation of ponies to a new generation of kids, with amazing storytelling and innovative product encouraging kids to explore, express and celebrate what makes them unique in the world.
The Entertainment One animated adventure film, ‘MY LITTLE PONY: A NEW GENERATION,’ launched on Netflix in September with an all new Mane 5 cast featuring the voices of Vanessa Hudgens, Sofia Carson, Kimiko Glen, Liza Koshy and James Marsden. In its debut weekend the movie reached number one on Netflix in the Kids Top 10 across 86 countries. It also reached the number 1 spot for all movies – regardless of genre and target demo – in 20 countries including Brazil, Mexico, UK and Germany.
Hot on the heels of the MY LITTLE PONY: A NEW GENERATION movie release was exceptional growth across all social platforms. Social conversations around the movie increased +34%,
40 YEARS OF PONY IN 2023
2023 sees MY LITTLE PONY clock up its 40th anniversary. “Fans around the world love MY LITTLE PONY stories and characters and it is through our compelling storytelling that we have been able to continually re-invent the brand to appeal to a new generation of fans,” says Emily Thompson, VP of Global Brand Management, eOne. “The brand has come a long way since its launch in the 80s, but the one thing that remains the same is the message of acceptance and friendship that is at the heart of everything we do.”
RETAIL REVIEW: CHARACTER.COM
Karen Hewitt, buying Director at Character.com says: “MY LITTLE PONY has always been an important brand for us at Character.com as we understand its worth as an evergreen license beloved by several generations. This year, we joined in the celebration of the film’s release with an exclusive collection and a powerful marketing effort, which has already proven to be a huge success.”
RIGHT: Sweatshirt from Character.com
with the movie release weekend achieving an all time high number of mentions on a single day. Other highlights include +9% increase of total followers on Instagram and +95% impressions organically vs Q2. In addition, Pinterest activity has gained momentum with +18081% in impressions and +47% engagement rate. MY LITTLE PONY successfully launched on TikTok and is exceeding all expectations beating engagement rate benchmarks.
Post movie POS momentum on Hasbro toys is off to a strong start in Europe with triple digit growth in key markets. Hasbro will be broadening the toy offering in 2022 to bring to life more of the iconic locations featured in entertainment.
There will be further consumer products rolling out in 2022 with plush from Famosa and Character
PROMOTIONAL PARTNERS
Options, role play toys from HTI, puzzles from Ravensburger and party from Amscan. In line with Hasbro’s e-comm acceleration strategy MY LITTLE PONY products can all now be found on a new Amazon brand store.
RIGHT: Monki’s MY LITTLE PONY collection celebrates the classic branding
