Hasbro’s My Little Pony brand will celebrate this year’s International Day of Friendship, July 30, with a social campaign, titled friend it forward.

The brand will kick off the celebration at San Diego Comic-Con, July 21-24, by inviting attendees to make an official pledge to friend it forward at the Hasbro booth. Hasbro will also distribute My Little Pony tokens of friendship to reward kind acts throughout the convention.

Fans will be able to join the celebration on July 30 by tagging social media posts with #FriendshipisMagic and #FrienditForward or by using the My Little Pony filter on “Snapchat.”

Additionally, retailers such as Walmart, Target, Toys ‘R’ Us and Amazon will offer an online promotion on select My Little Pony merchandise on July 30.