Hasbro bolsters brand with new toy and ‘Pony’ revamp

Toy manufacturer Hasbro is planning a significant revamp of its iconic My Little Pony brand and launching a major new brand, TJ Bearytales.

The company is planning to put significant marketing investment behind TJ Bearytales, an animatronic toy bear aimed at pre-school children. A television campaign to support the launch will break next month. Hasbro spent &£20m on advertising last year.

The bear is designed to help children improve their reading and communications skills. It will guide children through a story, reading aloud while also adding comments, an interactive element designed to hold their interest. The bear is fully animated, moving his eyes, ears, nose and arms.

A range of storybooks and cartridges cover life-stage issues, such as the first day at school and growing up, will also be available. The books feature hints and tips for parents on how to help children through the life changes.

Hasbro is also ramping up support for My Little Pony, which is 20 years old this year. A new range of pony characters, accessories and extensions are being introduced. These include the Breezies – tiny winged ponies – and the Twist and Style Petal parlour.

A Hasbro spokeswoman says the company hopes to reinvigorate the brand and develop it as an “evergreen” brand with new products and marketing every year.

The company is also launching a new range of Transformers, to coincide with the release of a Transformers movie next year.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here