Hasbro is set to celebrate this year’s International Day of Friendship (July 30th) with a special 'Friend it Forward' movement spearheaded by the My Little Pony brand.
The campaign is asking fans to celebrate friendship through random acts, encouraging others to 'friend it forward'.
Actress siblings Vanessa Hudgens and Stella Hudgens are backing the campaign, which kicks off at this year's San Diego Comic-Con with visitors encouraged to make an official pledge to 'friend it forward' at the Hasbro booth (#3213).
Hasbro will also be distributing My Little Pony tokens of friendship at the show to reward kind acts.
Consumers can also join in with the campaign by tagging posts on social media with #FriendshipisMagic, #FrienditForward or by using the special My Little Pony filter on Snapchat, available on July 30th.
For each act of friendship shared using #FriendshipisMagic or #FrienditForward between now and August 31st, Hasbro will make a $1 donation to GenerationOn, the youth division of Points of Light, up to $50,000.
GenerationOn will also be encouraging its community to 'friend it forward' by providing kids and parents with tools and resources to engage in acts of friendship through service opportunities.
“The power of friendship is at the heart of the My Little Pony brand,” said Samantha Lomow, senior vice president, Hasbro Brands.
“We’re inspired by the kindness of our fans each day and want to amplify their good will with a call to action campaign that will remind people around the world that all it takes is one small gesture to be a friend.”
In the US, Walmart, Target, Toys R Us and Amazon will each offer an online promotion on July 30th on select My Little Pony lines.
Elsewhere, Discovery Family Channel will air the mid-season premiere of My Little Pony Friendship is Magic on July 30th as well as a mini-marathon of friendship-themed episodes, chosen by viewers.