The collection has 216 stickers to collect, including 36 rainbow foil and scented stickers.
The launch will be backed by a heavyweight marketing campaign including covermount sampling with the best-selling My Little Pony Magazine, children’s press and digital advertising, competitions and a large investment at retail including floor display units and retail signage. Panini is also sampling albums and packets on the My Little Pony – Friendship Bus Tour in July and August, as well as in the My Little Pony Welcome pack when users sign up for the My Little Pony Friendship Club.
“With beloved characters like Pinkie Pie and Rainbow Dash, the My Little Pony brand has captivated audiences worldwide with unique, engaging stories that span multiple generations,” says Katherine Buckland, senior director of Hasbro Consumer Products, Europe. “We’re excited for the launch of Panini’s My Little Pony Sticker Collection, which will connect new audiences with the magical world of Equestria in a fun, creative way.”
Jess Tadmor, head of marketing at Panini, added: “We’re delighted to be working with Hasbro. The recent franchise growth of My Little Pony has been phenomenal. This is a great vibrant collection that will capture little collectors. We urge all retailers to display prominently at the till to maximise the sales opportunity.