It looks like ponies are invading yet another new toy line, or at least a new eraser line. Bulls-i-Toy has apparently picked up the license to produce pony toys for their Eraseez product. From the looks of it, they are collectable erasers that you can pull apart and reconnect with different ones for multiple designs.
There are a few youtube video examples for the other toy lines that are currently available. For erasers, they definitely have some pretty good quality!
Right now they have only shown up on the sneak peek page, but hopefully we will see them in stores soon.