In response to a growing — but surprising — trend Hasbro (NASDAQ:HAS) and Build-A-Bear Workshop (NYSE:BBW) are partnering to sell My Little Pony plush toys.
The trend — which has been developing for more than a year — is that it’s not the kids alone who are enjoying the toys … their fathers are as well, reports CNBC.
Adult men, who like to be called “bronies,” are flocking to take in all things My Little Pony. The men gather in conventions and get-togethers to discuss the latest episodes of My Little Pony: Friendship is Magic. There are even websites set up to allow adult fans to share and talk about new episodes and toys.
The two new items — “Pinkie Pie” and “Rainbow Dash” — will be available for sale at Build-A-Bear this month. Locations around the U.S. are holding special events where children and their fathers can come and enjoy the new toys. Fans are encouraged to appear wearing My Little Pony clothes and related items.
“It’s hard to develop new franchises. Anything you can do to invigorate the classics and keep the classic franchises moving is certainly helpful,” said Ross Crupnick, an industry analyst with NPD Group.
