In an interview in the February/March 2013 issue of the Kidscreen magazine, Hasbro's senior vice president of international distribution and development, Finn Arnesen, called My Little Pony a "top-priority" brand for the company the movie was described as "a new companion series" that would " the pony heroes on a mission to a new world where they take on human form". The franchise was briefly mentioned in the media earlier in February and March 2013. In December 2012, Hasbro registered a trademark for the name "Equestria Girls" at the United States Patent and Trademark Office (USPTO).
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The earliest known official use of the "Equestria Girls" name occurred in 2011 when the American television channel The Hub (a joint venture between Discovery Communications and Hasbro now known as Discovery Family) released a promotional trailer for Hasbro Studio's Friendship Is Magic television series which featured a modified version of Katy Perry's " California Gurls" however, the trailer has nothing to do with the later-launched franchise. Hasbro saw this art and came up with the idea of developing the spin-off with a similar re-imagining. Among fanworks produced by this older crowd included re-imagined art of the Friendship Is Magic cast as human equivalents. The 2010 incarnation of My Little Pony toyline (which was originally launched in 1983, featuring colorful bodies and mane) and its associated television series My Little Pony: Friendship Is Magic, while aimed at younger children, had gained an unexpected number of older fans in their 20s and 30s, known as " bronies". Further details may exist on the talk page. Please expand the section to include this information. This section is missing information about the franchise's background. The Equestria Girls setting is established as a parallel counterpart to the main world of Equestria in the 2010 incarnation of My Little Pony, populated with humanoid versions of the characters from the franchise Hasbro's marketing materials described them as "full-time students and part-time magical pony girls". In addition to the Hasbro toys, Allspark Animation (previously credited under Hasbro Studios), a subsidiary of Hasbro, have commissioned animated production tie-ins, including four movies, eight television specials and several series of animated shorts. The franchise includes various doll lines, media tie-ins, and licensed merchandise.
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Equestria Girls features anthropomorphized versions of My Little Pony characters from that period as with My Little Pony, which features a colorful body and mane, Equestria Girls characters sport non-human skin and hair colors, while incorporating corresponding pony counterpart's cutie marks (the flank symbol) in their clothing. My Little Pony: Equestria Girls, simply known as Equestria Girls, is a product line of fashion dolls and media franchise launched in 2013 by American toy company Hasbro, as a spin-off of the 2010 relaunch of the My Little Pony line of pony toys and its Friendship Is Magic television series. Equestria Girls mini-game in Gameloft's MLP mobile app.
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