You will be redirected back to your article in seconds

Hasbro Studios President Talks the ‘My Little Pony’ Movie, Expanding the Brands

On the heels of Monday’s announcement that a “My Little Pony” feature film is in the works, Hasbro Studios president and head of global entertainment and licensing for Hasbro Inc. Stephen Davis credited the revitalization of the brand to the television show, “My Little Pony: Friendship Is Magic” at Variety’s Entertainment & Technology Summit.

“It was really the catalyst for the reimagining of that brand, and it was incredibly successful on our network,” Davis said. “It’s distributed in 180 countries globally. With that, we’ve used that to re-imagine the product line, look at our digital strategies, our social media strategies … It’s an exciting time to time to be a pony fan or a brony.”

The film, planned for 2017, will be produced by Hasbro’s new film production label, All Spark Pictures. It’s not the only property in the press for Hasbro, as Davis also talked the toy company’s upcoming Oct. 24 release of “Ouija,” a co-production with Blumhose based on the supernatural-themed board game.

For Davis, movies like “Ouija” and “My Little Pony” are not just about selling toys, but create a new opportunity to reach with consumers in a different way.

“I think it gives us an opportunity to tell a bigger story, that maybe we [can’t] tell on television,” Davis said. “This is not about television for the big screen. It’s also an opportunity to broaden the franchise.”

The story comes first when it comes to producing a television show or film based on a Hasbro brand, said Davis.

“We’re in a terrific place by virtue of having some tremendous, well-known brands that lend themselves to terrific stories,” Davis said. “And it’s on that basis that we are driven to create these terrific stories and characters. At the end of the day it’s not about making a 22-minute commercial or a 90-minute commercial, it’s about our consumers and creating different ways to engage with our brand.”

While movie adaptations of popular games and toys can create successful sales boosts of those products, especially when timed with a new product launch, that’s not always the motivation for a film or television show.

“There will be some licensing and a movie-based Ouija board, but that was really about taking a brand and using storytelling to create a different perception of the brand,” Davis said. “When you have 1,500 brands like we do, oftentimes it takes just great storytelling either on the big screen or small screen to keep it fresh, alive and reimagined, and it’s more about that than it is about creating a new toy or licensed brand.”

More Digital

  • hdhomerun roku app

    HDHomerun App Brings Live TV to Roku Devices

    Roku users are getting another way to watch live television with the help of their favorite streaming devices: Silicondust, maker of the HDHomerun TV tuners, has released a beta version of its HDHomerun app for Roku TVs and streaming devices. “We need to start out by saying this is very much a beta product,” the [...]

  • Vox Media

    Vox Media Staff Ratifies First Union Contract, Negotiated by Writers Guild

    Staffers at Vox Media, which includes Curbed, Eater, Polygon, Recode, SB Nation, The Verge and Vox.com, have ratified their first collective bargaining agreement with more than 90% in support. The staffers are represented by the Writers Guild of America East. Vox Media’s 350-member unit began bargaining their first contract in April 2018. The campaign to [...]

  • Joslyn Davis, Lily-Marston - Shared Media

    Clevver’s Joslyn Davis, Lily Marston Launch Their Own YouTube Media Venture (EXCLUSIVE)

    Here’s the latest chapter in the saga of Clevver, the entertainment/lifestyle YouTube network marooned by the shuttering of former parent Defy Media and subsequently snapped up by Hearst Magazines. Two of the principal creatives behind Clevver — Joslyn Davis and Lily Marston — together with Clevver Media co-founder Jorge Maldonado have launched Shared Media, their [...]

  • Money-Diaries-Refinery29

    Refinery29 to Produce Interactive Series Funded by Eko (EXCLUSIVE)

    Refinery29 has been bitten by the “Bandersnatch” bug. The millennial-female-focused digital media and entertainment company inked a pact with Eko, an interactive-video platform developer whose backers include Walmart, to produce several “choose-your-own-adventure”-style series based on Refinery29 content properties. The companies have started development on their first project: an interactive scripted adaptation of Refinery29’s popular “Money [...]

  • Dan Howell

    YouTube Star Dan Howell Comes Out as Gay: 'It Gets So Much Better'

    It’s Pride Month, and popular YouTube vlogger Dan Howell had a message for fans that he’d been working on for a year: “Basically, I’m Gay,” he shared in a video Thursday. In the 45-minute video, Howell discussed coming to terms with his sexual orientation and his thoughts on labels that people use to define themselves [...]

  • Netflix Expands Korean Content Commitment

    Netflix Expands Korean Content Commitment as Industry Deepens

    Global streaming giant, Netflix is expanding its involvement in the Korean film and TV industries by greenlighting several new shows and renewing others. “When we started three years ago, we had a high degree of confidence that Korean drama would work well in Asia, but we had no internal metrics of our own,” Korean content [...]

  • Instagram Logo

    Instagram Outage: Facebook’s Photo Sharing Service Went Down For Multiple Hours

    Instagram faced another major outage Thursday afternoon, with users from around the world reporting that they weren’t able to access Facebook’s photo sharing service via its app and website. An Instagram spokesperson told Variety around 5pm PT that the issue had been resolved: “Earlier today, a technical issue caused some people to have trouble accessing [...]

More From Our Brands

Access exclusive content