Hasbro has found a way to cash in on the brand equity of many of its popular lines of toys by turning the properties, including My Little Pony, Transformers, G.I. Joe and even Oiuja, into television and film hits. Released in June, “Transformers: Age of Extinction” is still performing in the top thirty titles in the box office (according to weekend totals for September 12-14).
“My Little Pony: Friendship Is Magic,” the popular television cartoon show on Hasbro’s the Hub, aimed at adolescent girls, but embraced by a community of adult fans (self-styled Bronies and Pegasisters), has its newest big screen film adaptation, “Equestria Girls: Rainbow Rocks,” hitting limited theaters on September 27. Read more