Hasbro Thinks Big With My Little Pony Toy Fair Reveal

by Forbes

For 2017, Hasbro has big things planned for one of its most lucrative franchises: My Little Pony. At Toy Fair New York, the company means that literally. This week, they’re revealing one of the physically largest iterations of the show’s protagonist, alicorn Twilight Sparkle.

As you can see in the teaser photo, this is either one of the largest pieces of merchandise from My Little Pony: Friendship is Magic, or a very small child posing with her. The toy is both cuddly and high tech, with a brushable mane and a light-up unicorn horn. Twilight is also capable of speech, with more than 90 unique phrases.

My Magical Princess Twilight Sparkle will retail at $129.99 this fall, but she’s getting a big reveal at Toy Fair now in order to boost excitement for My Little Pony: The Movie, also slated for a release this fall, in October to be specific.

My Little Pony: Friendship is Magic was one of the biggest moneymakers to come out of Hasbro. The first quarter after the show’s debut, sales of toys aimed at girls (mostly from the My Little Pony line) grew 21%, while toys for boys rose just 2%.

But a little over two years later, sales are down. The show’s spinoff series, Equestria Girls, ended 2015 at a loss. Even My Little Pony earnings fell in 2016, indicating that the show needs to continue to be innovative to match its initial hype.

With the My Little Pony movie slated for release this year, featuring performances from stars like Kristin Chenoweth and Uzo Aduba, it’s clear Hasbro is considering ways to make the early hit fresh again. This massive new iteration of Twilight Sparkle is just the beginning.