Signs of the Apocalypse department: I was reading this morning about Hasbro toy company’s plans for its My Little Pony property.
For those without daughters (or Wikipedia), My Little Pony is a line of colorful plastic figurines (and assorted brand extensions, like bedding, clothing, stationery, school supplies and plush toys) that has been around for 30 years – mostly as collectibles.
But it has received a push lately from the cable TV series “My Little Pony: Friendship is Magic,” which has also led to the release of miniature toy ponies, called Playful Ponies, with saddles and brushable hair.
And now Hasbro is coming out with a movie, “Equestria Girls,” that it’s producing and releasing out of its own Hasbro Studios – trailers this week, full-length feature in June, DVD release in the fall, follow-up TV series.
To be accompanied, naturally, by all the merchandise tie-ins – toys, apparel and accessories, big window displays in Toys “R” Us and all the other national and local toy stores, lots of P-O-P corrugated stand-ups and colorful signage and shelf merchandisers; big ads in the Sunday supplements and maybe even coupons to be cut out, tying purchases with movie tickets or movie tickets with discounted specials.
“It is a major strategic initiative for us,” said John Frascotti, Hasbro’s chief marketing officer.
Of course it is, and every marketing specialist knows the drill.
Except, oops, the drill has changed. For this big Equestria campaign, Hasbro has announced an interactive website, content on YouTube and a partnership with Stardoll.com, a fashion website for girls. Where are all the toy store campaigns? Where are all the toy stores?
You see, everything is different now – even for eight-year-old little girls. It used to be that mom did the shopping and if she saw the aisle full of special merchandise she mentally tied it into the ad she saw in Sunday’s paper and thought, “little Elizabeth would love this.” Cha-ching, one more Equestria figurine off the shelf.
Now little Elizabeth spends her time trolling the web, texting friends – and the promotions are aimed right at her. She’s driving the demand, she’s the target audience, she’s the primary demographic. Mom? Well, mom may yet see the in-store Equestria promos, at Sam’s Club or Dollar General. Would little Elizabeth still love this?
Mom! That was last summer. Nobody wants that anymore. Get into the 21st century already!
And, as Kurt Vonnegut used to say, so it goes . . .