Despite what some other post on some other site may try to spin up, things weren't all sunshine and rainbows for the My Little Pony brand in 2015, according to Hasbro's recently released Annual Report for shareholders. When looking at the franchise as a whole there were numerous negative indicators for the the year, and once again, it's mostly Equestria Girls' fault. Among these notations (MLP is mentioned 34 times in the 126 page financial report) there are a few of high importance:
"Girls The girls’ category declined 22% in 2015 compared to 2014, primarily due to expected lower net revenues from FURBY products, as well as declines in MY LITTLE PONY"
"In the girls’ category, higher net revenues from Franchise Brand PLAY-DOH and the introduction of Partner Brand DISNEY DESCENDANTS were more than offset by expected lower net revenues from FURBY products, as well as declines in MY LITTLE PONY products."
"The girls’ category declined 22% in 2015 compared to 2014, primarily due to expected lower net revenues from FURBY products, as well as declines in MY LITTLE PONY, NERF REBELLE and LITTLEST PET SHOP. Core MY LITTLE PONY revenues increased but were, however, more than offset by lower net revenues from the MY LITTLE PONY EQUESTRIA GIRLS products. These declines were only partially offset by the first full year of net revenues from the PLAY-DOH DOH VINCI brand, the 2015 introduction of the DISNEY’S DESCENDANTS product line and initial shipments of DISNEY PRINCESS and FROZEN products which became available at retail in January 2016."
"Our seven Franchise Brands are LITTLEST PET SHOP, MAGIC: THE GATHERING, MONOPOLY, MY LITTLE PONY, NERF, PLAY-DOH and TRANSFORMERS. As reported, net revenues from Franchise Brands declined 2% in 2015."
Now, there is one positive mention in here that reads "Last year I outlined for you the 2010 relaunch of MY LITTLE PONY through television programming and how we are successfully building this brand by executing around the Brand Blueprint. In 2015, MY LITTLE PONY was our top licensed brand."
What this means is that MLP is the brand that makes the most money by being licensed to other companies for products, NOT that it is Hasbro's top brand.
" MY LITTLE PONY is integrated into our fans’ everyday lives. It is bedroom décor, comic books,a television program and a live action show. In 2017, ALLSPARK PICTURES, Hasbro’s film label, in partnership with Lionsgate, is scheduled to bring MY LITTLE PONY to the big screen in our first animated feature film. A billion dollar brand at retail, we continue to build our consumer base through innovation and great storytelling."
Wait...there's a live action show?
This is really nothing new, we've been pointing out these falling numbers every time the report has come out through the year, and it looks like the Christmas shopping season didn't do much to save them.