• Hasbro CEO Discussion

    The CEO over at Hasbro has recently published a bunch of interesting information about the company's Q2 progress, including some good news about the Hub.  I'll drop some TL;DR bullet points here for everyone too lazy to read through it, but if you are interested, the article is right here!
    • Significant growth overall over seas, citing 30% after foreign exchange
    • Internation business now just as important as the USA (Probably a good indicator on why we see so many variations of pony popping up lately!) 
    • Friendship is magic recieves an entire dedicated section in the article, with piles of praise.
    • Friendship is Magic is a top-rated program in Canada.  (Keep up the good work canadian bronies!)
    • 30% increase in toy sales in Canada since FiM aired
    • 53% increase in rating for FiM's timeslot in the UK on the boomerang channel
    • Hub doing really well, and signing deals in studios around the world. 
    Sounds like it's pretty damn successful! The article continues on with a bunch of other brands and numbers you might find interesting.  No mention of the "surprise pony demographic" at all, which is a bit sad, but at least the 8-11 year old girl section is enjoying it.  

    Feel free to bombard me in emails if I got anything wrong.  I don't exactly have a whole lot of time to run around researching everything in detail!

    Thanks to hydra for the article link

    106 comments:

    1. I Don't think Hasbro will ever openly acknowledge bronies, no matter what.

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    2. I'm fine with them not mentioning the "surprise demographic". I'm just happy that MLP:FIM's future seems to be pretty darned bright. :)

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    3. And like usual my country Mexico, is last in everything in spite of be USA neighbor... when the fuck is going to be available here???
      We are a lot of bronies here in Mexico!!!!!

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    4. Come on Amareican ponies! We need to step it up! Let's get MLP:FiM to number one!

      USA! USA! USA!

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    5. I don't really mind not being mentioned as long as they acknowledge FiM's success in general.

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    6. Hasbro needs to shut up and take my money.

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    7. I wonder how much we contributed to all of that. I think a lot.

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    8. Ratings are good in Canada eh?

      The problem with the show here is that it is on the most juvenile channel ever. Yeah they even censored out the word "Loser" on the show because of the channel's standard of programming for kindergartners.

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    9. @TGTF

      I'm not so sure if you are right... but it does seem that way so far.

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    10. Looks like FiM's future is looking pretty bright is this article says anything. :D

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    11. Hm...I kinda wish I had some money to invest into Hasbro's stock or something right about now.

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    12. Cool to hear that FiM is doing well, but it is a little disheartening that the older demographic isn't getting mentioned. We're... we're kind of important! And we have substantially more disposable income than the original target audience, so...

      Meh, I really dunno how these things typically work, so maybe a mention of the bronies would be out of place. Still, I wish Hasbro would throw us some bones in the merchandise area.

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    13. something tells me they still atent gunna release better "action figures"

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    14. I think your man Brian did mention us, albeit not explicitly. Buried in the corporate Birtspeak is talk of MLP having, and I quote, "all the right ingredients to fill a gap in the marketplace that currently exists for a strong, young girl's multi-category property." Now, I'm not quite fluent in the language of business, but to me that quote implies that they -do- know about us and they -do- recognise the brony dollar, or pound in my case and doubtless euro too in other cases. They're not about to start courting us directly, because they've got a brand image to think of, but they know we're here and they like that we're here because disposable income is magic too.

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    15. "Friendship is Magic is a top-rated program in Canada."

      Which is amazing considering the times it airs here on the West Coast.

      Like, 6 AM Sundays and 2:30 AM Wednesdays.

      Thank Celestia for Youtube, say I.

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    16. "The growth this quarter comes not only from the continued strong performance in our emerging markets, where we are establishing Hasbro's presence for the long-term, but from other more mature markets as well."


      I wonder what it means...

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    17. Fuck yeah Canada I love my country!!! This is just great everypony keep up the great work!

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    18. Where is out show-accurate merch, Hasbro? I mean, I love what you've created, but could you perhaps put a little bit more into catering to your biggest pony fanbase? Pwease?

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    19. Holy shit. I'm in the middle of reading it, and I'm flabbergasted at how much stuff they actually frikkin' own.

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    20. @Antonio Díaz it says that well the show it's gonna air here in mexico and many other countries of latin america
      you should read before complaint
      and hell yeah another mexibrony

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    21. I was reading this article, minding my own business, then about a third of the way through, Brian just drops a "I'd like to take a minute," and I couldn't read the rest.

      It all turned into the Fresh Prince Rap.

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    22. I LOVE IT! I LOVE IT! I LOVE IT! Keep going, innuendo intended

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    23. Here's a shoutout to all those little girls who ALSO make this show succesful :)

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    24. @Crimson Valor
      Im sure they will eventually but there is some red tape involed with some of the requests from bronies like us. The world of marketing isn't a pretty one...

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    25. FUCK YEAH, CANADA, EH!!

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    26. Hasbros still a toy company first and Bronies arent buying the toys in the same rabid obsession they lob at the television show... so they're not really worth a mention.

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    27. >MLP Airs
      >3 consecutive quarters of double digit percent growth increases internationally
      >Almost tripled international profits
      >FiM ratings everywhere are sky high
      >Hub is now turning out profit instead of loss
      >MFW

      Also, the most important paragraph, then pararaphrased:

      "By this fall, we expect entertainment to be airing in markets, which represent 90% of MY LITTLE PONY business. We're also receiving tremendous feedback from key licensees and retailers around the world based on the strength of the entertainment and broad consumer interest. MY LITTLE PONY has all the right ingredients to fill a gap in the marketplace that currently exists for a strong, young girls' multi-category property. MY LITTLE PONY is an important brand for Hasbro, and we are delighted to see it posting growth again based on engaging entertainment, innovative product and strong retail support."

      Translation? We're going to support the community, they're making us lots of money and are giving us a good reputation all over the world.

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    28. It's nice to see something different from our usual dose of pony like this. Good news for Hasbro is good news for us.

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    29. @Anonymous

      Typical business speak. They're getting a foothold in market spaces that they traditionally haven't had any real market for their products in. Mature markets refers to established retail grounds. In plain English, they've been selling lots of toys in places where they've recently started offering them as well as in places where they already have been selling their goods.

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    30. @B-Man at 11:20pm

      Hasbro you say? You mean the guys who own... (gasp): Scrabble, Connect 4, Monopoly, Jenga, Play-Doh, Transformers, Battleship, Sorry, even Magic the Gathering, Dungeons & Dragons, and countless other brands?!

      I have played some of those board games that I mentioned, yet didn't there there was a big freaking toy/board game company that owns these things. I mean what? I googled the company name a few weeks ago...and it blew my mind that I discovered a lot about the company.

      If you wanna discover more about Hasbro, here's the link:
      http://investor.hasbro.com/index.cfm

      Even today - it still blew my mind.

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    31. Hey. I dunno where else to put this, so I'm going to put it here. You must remove the following ponies from the logo: Scootalo; For it to be as awesome as possible. Thank you for your time.

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    32. I wonder how much Mexican bronies like me are out there

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    33. Like Applejack, Ah don't quite understand all o' them fancy mathematics, but if the corporate bigwigs are happy, then that's good for us. Hopefully they realize that the show is in good hands and that they don't need to "intervene" and buck it all up.

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    34. This is great to hear!!! They now see the power MLP has on the world and will expand to meet our demands!

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    35. Guys, Hasbro really can't just whirl out a bunch of new toy designs in a few months, especially since the entire brony thing is only a few thousand strong.

      They have to do market research, draw up designs, make prototypes, test the prototypes, make tweaks for cost reduction, and create a computer model that can be fed into assembly machines to be able to start making them. That stuff takes several months to do.

      Although making recolors for the ponies that are actually in the show would be pretty easy.

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    36. This gives me hope for future generations.

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    37. This is an investor call. Trust me, guys, you don't want to be mentioned here. Just be happy Hasbro's happy.

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    38. "We're also receiving tremendous feedback from key licensees and retailers around the world based on the strength of the entertainment and broad consumer interest."

      broad consumer interest is good enough for me. :D

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    39. Oh Hasbro! Keep hiding us in the legalese, but just give us more stuff for our pmvs. I almost didn't find a new pmv to favorite today!

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    40. @CommissarCain

      That's business speak, not legalese; there's a difference ;)

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    41. Yeah, Give Hasbro time, and personally, I don't want them to give us more special attention than the occasional nods in their commercials. They should try to make better toys though.

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    42. I think it's best that they not acknowledge us too heavily. Fanservice actually doesn't make shows better. In context, it would probably make it creepy! That would steal the charm away. As long as they acknowledge the success in general (and as long as there is success in general), I'm happy with it being marketed first to little girls. The Hub pays enough attention to us as it is. Did anyone see that somewhat disturbing commercial involving Pinkie Pie and Megatron?

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    43. Well, at least the HUB acknowledges us. lol I'm fine with Hasbro not doing so though. *shrugs* It's good to know it's doing so well, figured it probably was. Now release even more toys and toys geared toward the older fans! lol I know, but it's a nice thought anyway.

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    44. Wait a minute, I just made a comment at 2 in the morning because of my brony obssesion!...


      Nope, nothing wrong with that

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    45. So, does anypony know how many of us there actually are? Just curious.

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    46. @Anonymous

      Yeah, I'm not really ready for Megatron's Hot Nuts. And hearing about the Birds and Bees from Pinkie Pie...well, actually, that one would be pretty damn entertaining.

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    47. @Anonymous

      Oh cmon as if you read it :P

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    48. @Vsin

      Hear, hear! :D

      *goes to order Fluttershy, Rarity and Pinkie Pie toys to complete the Mane 6*

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    49. Friendship is Magic is a top-rated program in Canada. Now maybe Y-TV will move it to a channel not directed at 3 year old's.
      I can't stand them having to censor the word loser.

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    50. Those were a lot of words, but I THINK what I read is that MLP is awesome and is making Hasbro boatloads of money which is good.

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    51. @Antonio Díaz

      Actually, the opening song was recorded in Spanish some time ago:
      http://www.hasbro.com/mylittlepony/es_MX/

      Search for news of Hasbro Studios and the names of large broadcasting companies in Mexico. MLP should be airing quite soon in Mexico, if it hasn't already (going by when it's broadcasting elsewhere in the world).

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    52. He chose to single out MLP, when a CEO chooses to do such a thing, it is usually a strong sign, and considering he praised it, it's a REALLY good sign.

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    53. Successful pony is successful.

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    54. Also, he said that MLP was at the top of the ratings for both Canada and the US if I read that correctly.

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    55. I dont trust Hasbro

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    56. >which included a payment related to the BATTLESHIP film scheduled for release in 2012
      >BATTLESHIP film scheduled for release in 2012
      >BATTLESHIP film

      WHY.jpg

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    57. Texas loves you crazy Canadians! Y'all guys are the best! And congrats to the Hub and all the bronies helping to keep things awesome!

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    58. @Anonymous

      I remember Pinkie talking about the birds and the bees and doing a whole lot of fooling around. Typical Pinkie Pie.

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    59. @Anonymous

      Just remember though--without Hasbro, there would be no MLP:FIM. That's really the whole of it.

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    60. Woohoo! Go Hasbro!

      Also - my piccie - squee! :D

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    61. So there is a reason why hasbro's selling so much merch overseas. Now if they actually broadcasted the show to those other nations, they could get a lot more out of that business decision. I hope that was what was meant by the bulletpoint "signing deals in studios around the world".

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    62. Yay! THey're now airing FIM in my country.

      Not yay! They casted every singe VA wrong and gave Spike's a cup of helium

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    63. This is an interesting sentence:

      "MY LITTLE PONY is an important brand for Hasbro, and we are delighted to see it posting growth again based on engaging entertainment, innovative product and strong retail support".

      "Growth again"... remember someone the G3.5 with the ugly Chibi-ponies ? They are made end of 2008-2009. That's interesting, because the FiM-production start in summer 2009. This mean that G3.5 was a total flop. No wonder...

      "Innovative Products"... lol, what ? Someone post the ponies from each generation, and all have thr same poses since the 80es ! And all have childish stuff as hell (Pink cars)... like allways. Really innovative would be show accurate ponies with more realistic stuff (please no pink) in new poses... this would be innovative !

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    64. The way people keep talking about how Hasbro didn't mention us directly make me feel like we are some sort of under-the-table organisation. I wish we were like that, It would be less hassle than going into a shop and buying ponies, less judgmental looks for mothers.

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    65. MLP FiM is only on at 3:00 on boomerang in the UK. I actually got my mum to sit down and watch it with me. XD

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    66. Ponies are the solution to all our economic problems!

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    67. For those upset that Hasbro isn't mentioning us, this is an Earnings Call. They're strictly professional; you don't talk about how the demographic is shifting, all you talk about is what money is being raked in and where.

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    68. Wall o' text inc

      From what i can grab about our numbers, there seems to be;

      2000~ unique posters per board on Ponychan every week was it?

      200k page views per day here on Equestria daily?
      I put that around somewhere 20000-100000 unique people looking at ED every day 20000 being more likely as i myself check this page about 10 times per day and 100000 being less likely as that is only 2 page views per person /gasp. Then again it could be well over 100,000 and Seth could inform me about how wrong I am.

      Roughly 100,000-200,000 consistent views on MLP:FiM episodes on youtube. Hard to discern how many are people watching it more than once.

      Numerous other forums such as the MMO-Champ forums that have thousands of pages of posts.

      However there are significant numbers of YTPMVs which only have a couple thousand views. While i agree that there isn't time to watch all YTPMV's out there. The number of these YTPMVs which are linked on Equestria daily which only get a couple thousand views either significantly lowers the number of active bronies or shows a general disinterest or lack of enthusiasm for YTPMVs from the brony fandom.

      To make a safe assumption I would say that there are at least >20000 bronies who have a high and active interest in the MLP:FiM community. While 'passive' fans who only have a lesser interest with the show and don't treat this as a hobby/large part of their lives and treat is as a form of entertainment or what have you, seem to number vastly higher at >100,000.

      Now if we could SOMEHOW get the number of unique IP visits per day/week from SOMEBODY at Equestria Daily this could all be made so much easier.

      It would also be awesome if somebody could prove me completely wrong by making better conclusions about the number of bronies and providing better evidence in support

      This is all of course just a rough guesstimate without segmenting it into natural english speaking audience and ESL audience or any of that fancy mumbo jumbo

      TL;DR Our numbers are anywhere between 20,000 and 500,000. I dunno, just trying to lay down some numbers.

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    69. I personally found it interesting that some of Hasbro's other major franchises, like G.I. Joe, weren't mentioned at all, but My Little Pony got mentioned multiple times. Indeed, only Transformers received more notice, and that's because of the movie releases.

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    70. Good, good. Ponies are slowly taking over.

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    71. sin ponys en venezuela?!?!?!?!


      FFFFFFFFFFFUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU

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    72. Tears of a ValedictorianJuly 19, 2011 at 7:44 AM

      I'm a little sceptical of how good the tv results are, because I imagine they're starting from a pretty low base. Back when the Hub was known as Discovery Kids, it voluntarily withdrew from the television channel ratings systems because it came dead last month after month.

      But overall this sounds really promising, and I'm glad the toys are selling. It's awesome that the CEO took so much time out of the call to talk about MLP, when you imagine he could have gone "Well, Transformers 3 has grossed more than the GDP of Cape Verde, you guys. Let's go to lunch."

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    73. Dayam, Hasbro controls a lot of brands. I had no idea they were so huge.

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    74. That's right, America. Not only are we now richer than you, but we're also more pony than you!

      [/overt nationalism]

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    75. Anonymous said...
      "The growth this quarter comes not only from the continued strong performance in our emerging markets, where we are establishing Hasbro's presence for the long-term, but from other more mature markets as well."

      I wonder what it means...
      July 18, 2011 11:18 PM


      Hasbro definitely gave us bronies a little shout out


      1 thing I'd really love to see from Hasbro is a Pony Monopoly. They own both. Easy combo

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    76. *reads through the actual article*

      >The program is airing on The Hub in the U.S. and Treehouse in Canada.

      Wait, it airs on Treehouse? Huh. I wondered why Discovery Kids' channel slot wasn't refilled by the Hub... I haven't watched that channel in YEARS since my sister grew out of it...

      ...still, it irritates me slightly that FiM had to go to the lowest rung on the Canadian kids' networks, especially since I'm sure that the show's target demographic watches YTV...

      Oh, well. I guess now I know where to look on the channel listings. I just hope they run it late at night...

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    77. "MY LITTLE PONY has all the right ingredients to fill a gap in the marketplace that currently exists for a strong, young girls' multi-category property. MY LITTLE PONY is an important brand for Hasbro, and we are delighted to see it posting growth again based on engaging entertainment, innovative product and strong retail support."

      Oh HELL YES!!! If they've got an entire demographic cornered on the market, they'll be pushing it as hard as they can to raise the bar as intimidatingly high as possible to discourage competition. That means we might be able to see a rise in quality of the merch! :D

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    78. Hmmm... so Hasbro owns Magic: The Gathering, huh?

      CROSSOVER OH GOD PLEASE DO A CANON CROSSOVER WITH FiM HASBRO DO IT DO IT!!!

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    79. Tears of a ValedictorianJuly 19, 2011 at 9:27 AM

      @Anonymous

      Emerging markets are fast-growing developing countries, like Brazil and China. So they're not quite as developed as mature markets like North America and Western Europe, but they're more mature than, say, Uganda.

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    80. and yet the price of PONI i mean HAS went down today ><

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    81. What people don't seem to get is that Hasbro has and constantly is acknowledging the brony community.
      Why else do you think they haven't shot down those youtube channels that have the episodes yet? They know that most of the bronies wouldn't exist if it weren't those channels and they know that what ever minimal viewer lost there is because of the youtube and etc is more that made up in merchandise and popularity for the show that the community creates.

      Also Hasbro doesn't have to make any "special" toys for the brony community. I'm willing to bet that they are already quite far in process of making more show accurate toys/plushies/what ever, and I'll bet that when they release them bronies will go crazy over them.

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    82. @Vsin So THAT'S why both Hasbro and the Hub have been becoming more awesome lately!

      Awesome. We can only hope that they begin to reach out for crossover money... *drools*

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    83. @Anonymous

      Believe the earnings were slightly below analyst forecasts, meaning the pay-out to shareholders would be a little under what was expected.

      Ain't no thing, really, they're down under 1%, so it can't be much below expectations.

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    84. I'm just happy the show is doing so well. I'm sure over time they will become more aware but I like the show just the way it is and wouldn't really want them to change anything based on the demographic watching it.

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    85. More merch in Canadaland please. I want those pony magnets for my fridge.

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    86. Yea, I'd really like to know what percentage of the viewership of FiM are bronies. Hasbro or The Hub should release that info.

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    87. >As you know, the MY LITTLE PONY brand has been reinvented based on Hasbro Studios' animated series MY LITTLE PONY Friendship is Magic. The program is airing on The Hub in the U.S. and Treehouse in Canada. On both networks, it is a top-rated program.
      >Additionally, MY LITTLE PONY recently began airing on Cartoon Network's U.K. Boomerang channel. It is in the top 5 shows airing on the network
      It's doing just as good here in the U.S. as in Canada. The U.K. needs to step it up though.

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    88. YUS! were getting it in New Zealand.

      Also the people involved with this meeting don't care who watches and who buys the product, and I dou't they are even told of the non-target audience, because what what to know is weather or not is financially viable.

      Also I thought beyblades were long dead fad?

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    89. Someone mentioned pony magnets? I wouldn't mind a set of pony magnets. Especially if I can get a Snips and Snails and G&PT. Even the mane cast would be pretty sweet.

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    90. Being a bit of a language geek, I'm interested to see how the Arabic and Korean versions of the theme song sound.

      On the other hoof, I'm still really bummed that Tomy Takara (the Japanese licensor of Hasbro) is still stuck not only in G3/G3.5, but has delinked their MLP page from the main site. Though, given how Japanese TV is structured, the chance of a Japanese version of the show at this point might be pretty thin.

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    91. @Antonio Díaz Calm down fello cabrony: at least we have some toys that haven't been released north of the border:

      http://i71.photobucket.com/albums/i144/bunnyfriend/misc/mlpballoon1.jpg

      http://i71.photobucket.com/albums/i144/bunnyfriend/misc/mlpballoon2.jpg

      http://i71.photobucket.com/albums/i144/bunnyfriend/misc/mlpballoon3.jpg

      Confound these ponies: they drive me to buy awesome toys =D

      http://i71.photobucket.com/albums/i144/bunnyfriend/misc/bunny_ballooncopia.jpg

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    92. @Luna There are a lot of cabronies (Mexican bronies) around here; for example I'm from Guadalahoofra, Jaliscolt =)

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    93. @Anonymous You're forgetting the obvious choice: Steven Magnet =D

      How cool would be to get Steven's magnets XD

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    94. MFW CANADA! FUCK YEAH! Shout-out to all Ontarians/Quebecers Bronies!

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    95. And that is how us Canada Bronies get it done.

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    96. @Antonio Díaz I´m from Mexico too but I feel like an international brony!

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    97. @Anonymous


      ^^THIS^^

      Read, people, and think.
      Personally I'd estimate our numbers on something around 50 000 worldwide, but let's be generous and go with 200 000 worldwide.

      Now, I think it is a safe guess to assume that Hasbro's "mature market" is the demographic group of women aged between 5 to 15.

      The wonderful web page "World Handbook" by CIA tells us that US only has 30,781,823 females aged 0-14, let's say that half of them is in 5-15 age group. This gives us roughly 15 000 000. US of A only. But I am EU brony and EU is the best country, so we are going to add another 17 000 000 little girls, for a grand total of 32 000 000.

      This is Hasbro's market. Doesn't quite compare to 200 000, does it? If Hasbro's CEO is speaking to company's investors, he will discuss the important stuff, not to odd 0,7% of possible income from one of many brands the company owns. Don't expect "Hello bronies!" from the top management anytime soon.

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    98. @Simminz93
      proud Ontarian brony right here.love the show and suport it 120%

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    99. I hope they see that quality show => more money, and will continue to put out excellent episodes.

      ...not that I watch My Little Pony or anything. I mean, that's a show for little girls!

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    100. Proud Brony from British Columbia.

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