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GREAT
MOMENTS IN TOY MARKETING:
My Little Pony
In the early eighties, animated shows for preschoolers were made to appeal
to both genders. But marketers wanted to save money and target their audiences
more directly.
In 1982, Hasbro interviewed little girls and asked: "What do you see
when you go to bed and close your eyes."
Answer: "Horses."
So the company produced six ponies in "fantasy colors," each with a
long mane and tail for girls to groom. By the end of the following year,
girls had purchased $25 million worth of My Little Ponies. In Hasbro's
annual report to stockholders, executives attributed their near-instant
success to the combination of popular elements: Horses + fashion + hair
care = big $$$.
The company added new generations of ponies each year and kept the price
down to encourage impulse buying and collectibility (multiple purchases).
Also available, a full line of Ponywear timed to match lifestyle trends,
such as the Flashprance set: a flounced minidress, a pink headband, a
lavender monogrammed MLP, a scented sticker, and four pink leg
warmers to be worn atop four yellow shoes with sculpted bows. -- CM (sources:
Toyland, Out of the Garden)
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