April 6, 2018

Strategically, Hasbro's global publishing partner for My Little Pony, Harper Collins, will roll out storybooks, coloring books, and board books in the same time frame as toys. A simultaneous U.S. and international launch, six to eight titles will release by fall 2003, with two to four movie titles following for holiday, according to Tom Klusaritz, vice president, publishing and new business development, Hasbro Consumer Products Worldwide. All channels of distribution are slated for the book launch, including mass market, book clubs, and specialty.
Film Fun & More
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component of the My Little Pony relaunch, though not a driving force, is a CGI-animated series of films, from Fat Rock Entertainment. According to David Pritchard, CEO, Fat Rock Entertainment, the approach is G-rated films in national theater chains (1,000 to 1,500 screens, preferably near or around retail locations) by summer 2003. The goal is for the film to play in theaters, Saturday and Sunday matinees, for eight to 12 weeks. Four to six films yearly are expected. A co-op marketing campaign, coupons, goody packs, premiums, samples, and video on packs will be part of the theater experience. Fat Rock will produce videos, as well.In the consumer product area, Pat Schmidt, Hasbro's vice president, North American Consumer Products, suggests the goal is to "create the world of My Little Pony and make it a lifestyle brand." Hasbro Consumer Products will target the mid-tier retail sector for a soft product launch. By holiday 2003, a trade advertising campaign will be underway; a points program (clip and save for pony prizes) will be executed; My Little Pony Website will promote all licensed partners; and a toy and in-theaters cross sell will be part of the approach. Hasbro Consumer Products is targeting all traditional areas of licensing, including apparel, health and beauty aids, bedding, accessories, and footwear.
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