My Little Pony
Logo from the "Generation 3.5" era (used until mid-2010, but still used in some countries as of 2011)
Original work	Toys
Years	2003–2009
Films and television
Direct-to-video	Animated films and shorts Once Upon a My Little Pony Time
Theatrical presentations
Musical(s)	My Little Pony Live: The World's Biggest Tea Party (2006—2008)
Games
Video game(s)	My Little Pony Crystal Princess: The Runaway Rainbow (2006) My Little Pony: Pinkie Pie's Party (2008)
Miscellaneous
Toy(s)	My Little Pony

American toy company Hasbro launched the third incarnation of My Little Pony toyline and media franchise in 2003. The revamped line of dolls was targeted to a younger audience than the previous lines.^[1] This particular era is often unofficially referred to as "Generation Three" or "G3" by collectors. Until the generation's end in 2009, there have been at least two minor revamps. A series of direct-to-video animated films (mostly produced by SD Entertainment) accompanied the line-up.

Toys

"Generation Three" is set in the fictional town of Ponyville, which is centered on Celebration Castle. Only Earth Ponies were released from 2003 to 2005, but in 2005 and 2006 Pegasus Ponies and Unicorn Ponies were respectively introduced.

Until late 2005, packaging came with Pony Points that were later used for exclusive mail orders. Unlike the "G1" line, the Pony Points had to be mailed in to order; a customer could not pay a flat fee and add points to it to lower the price. Some of the ponies available with the Pony Points program were Dazzle Surprise, Sunshimmer and Love Wishes. Other merchandise included posters or a play mat to put buildings on. The points program ended on 31 January 2006.

While the line was simultaneously released in the U.S. and Europe, there are a few ponies unavailable in the U.S., such as Winter Snow and some small, fairy-like ponies called Breezies who first appeared in the animated feature The Princess Promenade. One of the most uncommon ponies in this third line was released by mistake in 2004. A Pinkie Pie with the words "2003 Licensing Show" embedded into her symbol was used to promote the My Little Pony toy line at the 2003 Spring Licensing Show, and were intended to be released only at that show in a limited edition of 300. Due to a packaging error, a few were packaged as regular ponies and sold in stores. Other limited-edition ponies have been the Pony Project promotional ponies and Rosey Posey, who was given to attendees at a charity dinner held by Hasbro.

Ponyville figurines

The Ponyville figurines are fully molded plastic and smaller than the main "G3" line. Although they have their own playsets and accessories, many of the characters are the same as their larger counterparts.^[2]

2008 and 2009 revamps

In 2008, the number of characters were reduced to seven: Pinkie Pie, Scootaloo, Toola-Roola, Rainbow Dash, Sweetie Belle, Cheerilee and Starsong; thus collectors referring the revamp as "Core 7". The following year in 2009, in a move referred by collectors as "Generation 3.5", Hasbro redesigned the characters to resemble Ponyville figurines.

Collector's edition after 2010

Recognizing the older fans of its line, Hasbro has released special collector ponies noticeably different from the regular "G3". While some had a general release as "Art Ponies", many are available through special events, such as the annual My Little Pony Collector's Convention and the San Diego Comic Con. These ponies are elaborately designed, such as the underwater-themed art pony which has fish and sea creatures printed all over its body, and come in matching display boxes. The 2011 SDCC pony is black and pink and has a kawaii skull instead of a "cutie mark". There is also a white pony available to customizers. Another is a pink pony with a breast cancer awareness ribbon. Despite the redesign as "G3.5" and the advent of the "G4" line, Hasbro continued the collector-themed "G3" ponies in their original poses.

Media

Other merchandises

The tie-in merchandise has been released for the third generation. The characters can be found on bedding and home decor, clothing, dishware, stationery and school supplies. Plush ponies have been given away as theme-park prizes and used in crane machines. There is a 3-foot (0.91 m) plush-pony line which was first available for sale in Australia; the characters include Rainbow Dash, Minty, Sweetberry, and the special Kimono, which was used as a prize by Red Rooster restaurants and Target. McDonald's has also featured ponies in its Happy Meal promotions, as have other fast food chains. Eight characters were used in the first U.S. McDonald's promotion, while other countries' chain restaurants had four.

References