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Little Pony was revived in 1997, but the new toys proved unpopular and were discontinued in 1999. The brand saw a more popular revival in 2003, with toys more closely resembling the original toy line; approximately 100 million toys were sold globally by 2010. Hasbro launched the fourth incarnation of the franchise in 2010, centered around the animated series My Little Pony: Friendship Is Magic.

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