The new toys are based on the upcoming My Little Pony movie and launched alongside a special social media campaign.
Hasbro has given My Little Pony fans another reason to celebrate International Day of Friendship, which took place Sunday July 30th, with the launch of a new toy line, in addition to a series of new promotional activities online.
The new toy line features the original six characters fans will know from the animated series as well as new characters introduced for the film.
The film opens in cinemas on October 6th and features an all-star cast with Emily Blunt, Kristin Chenoweth, Liev Schreiber, Michael Peña, Sia, Taye Diggs, Uzo Aduba, and Zoe Saldana, and Sia who also performs an original song for the movie.
In addition to this launch, Hasbro rolled out a global social movement, kicking off with the release of two MLP-themed video montages created in collaboration with SoulPancake and on-ground events around the world that focussed on the socially relevant message of friendship.
The firm also launched a week-long custom Snapchat lens that gives fans the ability to apply real-time effects and sounds to their selfies.
“Friendship transcends age, gender, geography and background,” said Tyla Bucher, VP franchise lead, My Little Pony, Hasbro. “As we work to celebrate friendship across every aspect of the My Little Pony brand, we’re proud to continue to support and celebrate the International Day of Friendship. We hope this program brings people together as they are reminded of how special and important friendship is to everyone around the globe.”