Hasbro forces shutdown of ‘My Little Pony’ game site

Posted 12/19/12

PAWTUCKET – Toy and game maker Hasbro Inc., has forced a team of independent game developers to shut down their “My Little Pony” multiplayer online game by issuing a cease-and-desist notice, the developers said in a blog posting.

My Little Pony toys are plastic ponies with long manes and tails, mainly marketed towards young girls, which have earned a cult following well outside its target age group.

When the game developers received the notice from Hasbro, they said they “initially dismissed this as it was most likely submitted by some trolls,” the developers said, adding that they soon found the complaint was “very real.”

According to the game developers, under U.S. trademark law, Hasbro has to defend its trademarks or risk losing them. “They had no choice in the matter, regardless of what they thought of the project or how it benefited them,” developers said in the blog posting.

The developers found no way to work around the trademark issue and suspended further development of the game. They also the link through which players could download it, they said.

According to their website, the developers have reorganized themselves as Starlight Studios and are working on a new pony-related project. They plan for the new product to be ready for Bronycon: the annual convention of My Little Pony Fans scheduled to be held in Baltimore in August 2013.

This article was written with assistance from Bloomberg News.

PBN Hosted

Join PBN and two panels of successful female executives, business owners and entrepreneurs as we delve into what women should do to advance their careers, and become leaders in the corporate world and their own enterprises.
  • Book of Lists Party
    Save the date - January 15, 2015 for PBN's Book of Lists Party at the Providence ...
  • Best Places to Work
    Enrollment is now open for the 7th annual Best Places to Work program. Winners w ...
Purchase Data
Book of Lists
Book of Lists cover
PBN's annual Book of Lists has been an essential resource for the local business community for almost 30 years. The Book of Lists features a wealth of company rankings from a variety of fields and industries, including banking, health care, real estate, law, hospitality, education, not-for-profits, technology and many more.
Data icons
Data can be purchased as single lists, in either Excel or PDF format; the entire database of the published book, in Excel format; or a printed copy of the Book of Lists.
  • Purchase an e-File of a single list
  • Purchase an e-File of the entire Book of Lists database
  • Purchase a printed copy of the Book of Lists
    Latest News