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Hasbro's response to Monster High - Equestria Girls *see the dolls!*

Edit 2:  See the dolls!  Draw your own conclusions.

(Also, please note that these are apparently early prototypes and may not represent the final dolls.)

Edit:  Have a look at the trailer and judge for yourself.

http://www.youtube.com/watch?v=1Ta9i3YQAzM&feature=youtu.be

Mattel is one of the industry leaders in the toy manufacturing business.  Although not as large, Hasbro is also one of the top companies, and the two often find themselves in direct competition for the customer dollar.

I've been surprised over the past couple years as Monster High has grown in the Girl's Fashion Doll category, that Hasbro hasn't come out with anything with a similar tack to try to grab onto some of the sales following the trend.  Mattel's prime competition in the category remains MGA and Jakks Pacific, two companies that are infinitely smaller.

I thought that Jem was going to be Hasbro's foray back into Girl's Fashion Dolls, since they had a display of vintage product out at San Diego Comic Con back in 2011 with promises of more news to come; but that news ended up being that Hasbro sub-licensed Jem to a higher-end doll company to make collector-grade dolls of the retro characters - not a relaunch for the toy shelves of today.

(You can see the dolls here:  http://www.integritytoys.com/jemandtheholograms/

They are fantastic, but expensive!)

Instead of Jem, it looks like Hasbro is going to double down on their most popular girl's property, My Little Pony to invent a new competitor in the Girl's Fashion Doll category.  At Toy Fair 2013, Hasbro revealed "Equestria Girls," a new animated series that they've also filed trademarks for under ""Dolls, doll clothing and doll accessories."

Here's a teaser image of the series, which features the characters from My Little Pony: Friendship is Magic" as technicolor human girls going to a high school.

The parallels to Monster High are pretty evident in the body shapes, high heels and setting for the show.  What do you think?  Are you excited to see Twilight Sparkle and the rest of the girls on the shelves next to Monster High?

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I'm mixed on the idea. While I would like to see more ponies, I don't like the idea of them being anthro-cized in general,and more so, I would've liked to see more body diversity. Hasbro has had a penchant for reusing the same mold (over and over and over), but I feel like if any doll wants to truly get a leg near Monster High, they need more mold types introduced. MH has several bodies AND faces, attributed to them being able to spare the money for it, but it does seem to be the leading reasoning towards their sales.

More so, I'm curious about how they'll connect the two shows and what plot line they'll follow. Will it be connected to the original show, or a different plotline? 

I don't think the fanbase will like it, though. Many people enjoy their unique characterizations and the creativity they can add on their own to the characters, from making them almost entirely human and having the characters range different skintones, to keeping them slightly anthro but introducing different cultures, like Fluttershy wearing a headscarf and Rarity taking cues from 50s designers in her way of dress.

Having this singular design for them might cause backlash because it takes away the previous ideas, as well as putting them in a high-school setting, something that ages them to officially under 18 instead of leaving it open for interpretation (and also adding question to the morales behind 18+ themed art of the previous anthro'd ponies, which may get caught in the crossfire).

Altogether, mixed opinions but excitement for the further reveal, as well as hope for more creativity.

They're kidding right? So we're gonna take the characters from another show, make them human, & think this is going to compete? Did Hasbro suddenly hire a bunch of morons? This is just LAZY! For everyone who is into the ponies Im sure yall are excited & it is neat to see the characters in another way. However I think this is a dumb idea but whatever. I dont run Hasbro but I know I'll be stickin to my MH.

I think it would be smarter for Hasbro to bring back 1:6 scale Star Wars action figures or start a new line of highly detailed action figure creatures like that. Animal or alien looking things. This looks like a cute idea, but they really should up the ante and do something more differentiated instead of more very-human-looking "ponies". Rainbow skin and hair is cool, but no longer super exciting or different, and the premise/concept (human My Little Ponies) just isn't as universally appealing as something like legendary monsters, or space travel and discovering new galaxies full of weird beings I don't think.

Girls made of crystals, or detailed dryads of different species of tree would have been irresistibly awesome. This is more kawaii, as opposed to fascinating.

From what I've seen online for reactions from the "Brony" subculture, they're horrified and hate it...but "Bronies" are pretty obviously not the target crowd for this venture, which is pretty firmly pointed at the Girls 6-12 age group.

Of course, after it airs, who knows who'll respond to it.  I don't think we'll get any teasers for product sooner than San Diego Comic Con.



AzureFrost said:

They're kidding right? So we're gonna take the characters from another show, make them human, & think this is going to compete? Did Hasbro suddenly hire a bunch of morons? This is just LAZY! For everyone who is into the ponies Im sure yall are excited & it is neat to see the characters in another way. However I think this is a dumb idea but whatever. I dont run Hasbro but I know I'll be stickin to my MH.

As a Brony, I don't hate it nor am I horrified by it.  I am actually quite excited for this because I want to see my favorite characters in new situations, plus it lets me keep hearing their voices (Tara Strong is amazing).

I plan on getting at least one of each of the Mane 6 dolls and if they happen to have their clothes fit MH (or vice versa) then I will get more.

In truth, as someone who is around the pony forums and sites a lot, I don't think this is for competition for MH at all.  It has been in the works, off and on, since Season 1.  Why is it that every time I come to this site now, there is something about some other toy company "ripping of" or responding to the popularity of MH?  While MH dolls may be popular, MLP is it equal in profit, if not senior, because MLP doesn't just have toys.  It has more fan-made stuff than I have ever seen out of the MH community, so far.

I am proud to be a Brony and a MH Fan and seeing one hate on the other doesn't make sense to me.

Draconia St George said:

From what I've seen online for reactions from the "Brony" subculture, they're horrified and hate it...but "Bronies" are pretty obviously not the target crowd for this venture, which is pretty firmly pointed at the Girls 6-12 age group.

Of course, after it airs, who knows who'll respond to it.  I don't think we'll get any teasers for product sooner than San Diego Comic Con.



AzureFrost said:

They're kidding right? So we're gonna take the characters from another show, make them human, & think this is going to compete? Did Hasbro suddenly hire a bunch of morons? This is just LAZY! For everyone who is into the ponies Im sure yall are excited & it is neat to see the characters in another way. However I think this is a dumb idea but whatever. I dont run Hasbro but I know I'll be stickin to my MH.

I think it's a cute idea. I can't wait to actually see the dolls. ^_^. I'm going to need a very large display case for all the dolls I have. Lol
Awesome. Totally excited about this. Can't wait to see the show and the dolls. Big fan of MLP and while I would have loved to see them branch elsewhere I also love this idea of the mane 6 ponies in different situations.

I agree.  Sorry, I was talking about the major haters. not the normal people.  Competition is good for companies, otherwise it becomes a monopoly.  MGA is the biggest competitor in the Fashion Dolls area, aside from Barbie.

From what I understand, the Equestria Girls is supposed to be the same demographic as the regular show, maybe a tad older at most, though since I don't work for Hasbro, I can't be certain of that.

Triumvirate said:

If you're talking about people being haters out of some Team MLP vs. Team MH mentality I agree. That's not necessary. I'm not a Brony myself, but as a male MH fan I love what the Bronies represent (and yes I realize that not all Bronies are male). I'd never hate on MLP event though I'm not into MLP for that reason. 

But to point out competition among toy companies isn't being a hater unless you're being hateful about it. The truth is, whether Equestria Girls has anything to do with MH or not, to ask whether it could be a response to MH is a valid question, and is a natural one considering the competition among toy companies and MH's huge success. 

I don't know what is going with Hasbro or Jakks Pacific, but there is no question whatsoever that MGA is trying to grab their share of the market MH has created. That's not hate, it's just obvious. "Switch-A-Witch" is the most definitive evidence of that. And just because Hasbro has been working on Equestria girls for awhile also doesn't mean they haven't considered MH in the process of developing that brand. If they are targeting the same age/gender market as MH they'd be stupid not to, even if overall they already make more money as a whole than MH. You can't ignore a brand that has blown up that powerfully in such a short time.

Roselite de Tenousei said:

In truth, as someone who is around the pony forums and sites a lot, I don't think this is for competition for MH at all.  It has been in the works, off and on, since Season 1.  Why is it that every time I come to this site now, there is something about some other toy company "ripping of" or responding to the popularity of MH?  While MH dolls may be popular, MLP is it equal in profit, if not senior, because MLP doesn't just have toys.  It has more fan-made stuff than I have ever seen out of the MH community, so far.

I am proud to be a Brony and a MH Fan and seeing one hate on the other doesn't make sense to me.


If they have the articulation and level of detail that MH has, I could see it as a major new doll line!  Otherwise, it's more of a novelty in my opinion.

I'm excited to see how the dolls end up looking.

I LOVE THEM!!!!

Of course this series is competition for Monster High.  They're both entries in the Girls Fashion Dolls category.  That automatically makes them products competing for the same customer dollar.  That is how business works.  Each company wants to sell their wares to the same target market.  Each would love to have the largest market share possible.  Incredible amounts of market research go into figuring out what will sell and won't sell to the target demographic, and the fact that Monster High went within 3 years from an entry-level product to the #2 selling toy in that category is a HUGE deal that has caused every toy company to sit up and pay attention.

To say that Hasbro isn't responding to the popularity of Monster High would be to imply that Hasbro is foolishly letting money float away; there is a market there that they are not tapping currently, and missing out on a chance to break into that demographic would be stupid. 

This is no case of me pointing this out 'hating' on one property or the other; it's a fact of life in the realm of selling toys and doing business that you HAVE to compete or you might as well not be in business at all.

EDIT:  I also want to say that the profitability of My Little Pony right now is not at its height; Hasbro has a smaller market share than Mattel and the lower sales show when you go into any store and see the smaller amount of shelfspace alloted to My Little Pony these days.  I saw an internal memo from Walmart at one of my stores during the reset that specifically stated Monster High was their sales leader and that it was going to be given more shelfspace as a result (shelfspace is like currency in the retail world; the better you sell, the more you get).

The online "Brony" community is a niche market, a subculture.  It's not representative of the overall size of the market buying My Little Pony toys, just like the people who hang out on this website aren't 100% representative of everyone who buys Monster High.  If you want to judge what sells, always check out the shelfspace.  That tells you what the retailers are selling the most of.



Roselite de Tenousei said:

As a Brony, I don't hate it nor am I horrified by it.  I am actually quite excited for this because I want to see my favorite characters in new situations, plus it lets me keep hearing their voices (Tara Strong is amazing).

I plan on getting at least one of each of the Mane 6 dolls and if they happen to have their clothes fit MH (or vice versa) then I will get more.

In truth, as someone who is around the pony forums and sites a lot, I don't think this is for competition for MH at all.  It has been in the works, off and on, since Season 1.  Why is it that every time I come to this site now, there is something about some other toy company "ripping of" or responding to the popularity of MH?  While MH dolls may be popular, MLP is it equal in profit, if not senior, because MLP doesn't just have toys.  It has more fan-made stuff than I have ever seen out of the MH community, so far.

I am proud to be a Brony and a MH Fan and seeing one hate on the other doesn't make sense to me.

Having 2 girls in this age group, I have shown them the photo and told them about it, and thought I'd post their feelings about it.  They laughed a little at first but like them and find it rather interesting.  They have some MLP, they're not big fans of it but they used to be more into it before they got into MH.  They kinda outgrew it, they still play w/ them once in a great while but no longer have any interest in the cartoons/show.  After absorbing the concept for a couple minutes, they immediately informed me (w/o me asking them if they even wanted any) which one they want to get (found it interesting they only want 1).  They both like the purple one (not Twilight Sparkle, the other one next to her, forget name).  This will probably be like Novi Stars for us, they'll get 1 just to have, and then they'll be over it... unless it's going to be fabulous quality like some others talked about, which they will need to be if they want any kind of longevity w/ this line, along w/ a great storyline, etc.  Hopefully the dolls can ride the horses, my kids would ♥ that.  As far as competition is concerned (for us anyway), this will in no way affect our MH collecting.

Draconia St George said:

From what I've seen online for reactions from the "Brony" subculture, they're horrified and hate it...but "Bronies" are pretty obviously not the target crowd for this venture, which is pretty firmly pointed at the Girls 6-12 age group.

Of course, after it airs, who knows who'll respond to it.  I don't think we'll get any teasers for product sooner than San Diego Comic Con.



AzureFrost said:

They're kidding right? So we're gonna take the characters from another show, make them human, & think this is going to compete? Did Hasbro suddenly hire a bunch of morons? This is just LAZY! For everyone who is into the ponies Im sure yall are excited & it is neat to see the characters in another way. However I think this is a dumb idea but whatever. I dont run Hasbro but I know I'll be stickin to my MH.

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