Owner Hasbro is launching 14 new ponies from next month, which it describes as ‘cuter and funkier’ than the 1980s version.
The toy giant has hired Mason Williams PR, following a two-way pitch in January against Hasbro PR roster stablemate Brazen PR – itself an offshoot of Mason Williams.
Mason Williams joint managing director Rita Rowe said: ‘The brief is to reintroduce an icon and make it relevant to today’s little girls.’
The agency is to target regional and national newspapers as well as broadcast media.
It has been briefed to promote the range as ‘bringing back innocence’ and being ‘really girlie’ with pony names such as Pinkie Pie and Tink-a-Tink-a-Too. It is also to exploit the huge gay following enjoyed by the My Little Pony brand.