MY LITTLE PONY trots into blind box plushie trend

Singapore-based IP brand Imaginary Ones has partnered with Hasbro’s MY LITTLE PONY to launch a limited-edition blind box collectible series, letting fans bring a piece of the Gardens by the Bay activation home.

The launch at Floral Fantasy is tied to the “MY LITTLE PONY: Petals of friendship” exhibition, an immersive showcase running until 12 April 2026, and forms part of a broader push to combine physical collectibles, experiential activations and cross-generational IP engagement.

Designed to blend the franchise’s iconic characters with Imaginary Ones’ playful aesthetic, the blind boxes feature the six main ponies including Twilight Sparkle, Pinkie Pie, Rainbow Dash, Fluttershy, Applejack and Rarity, plus a special edition Princess Luna. By situating the collectibles within Floral Fantasy, the campaign extends the immersive exhibition into a tangible, take-home experience, while also tapping into the global blind box trend and collectible culture.

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The move marks another step in Imaginary Ones’ evolution beyond its digital roots, as it looks to build a cross-generational IP that spans storytelling, collectibles and real-world experiences. Gregory Poon, founding partner and CMO of Imaginary Ones, said the collaboration was driven by both cultural timing and brand alignment.

“MY LITTLE PONY is one of the most iconic global franchises. For decades, it has connected with audiences across generations through themes of friendship, kindness and imagination. Those themes resonate strongly with what Imaginary Ones stand for,” he said. Timed to the Year of the Horse, the partnership also taps into seasonal relevance, with Poon describing it as “a perfect synergy” to bring together both brands.

Each design blends MY LITTLE PONY’s recognisable identities with Imaginary Ones’ signature aesthetic, with characters styled in pony-inspired hoodies worn by its circular “IO” figures. Subtle floral elements were also incorporated to reflect the exhibition setting.

The decision to launch within Floral Fantasy was deliberate. Rather than a standalone retail drop, Imaginary Ones positioned the collectibles within an immersive environment, allowing fans to encounter the products as part of a broader narrative journey.

“For Imaginary Ones, we’re always interested in exploring how collectibles can live inside experiences, not just stores,” said Poon. The collection is also available globally via the brand’s online store, extending its reach beyond the on-ground activation.

The collaboration builds on previous partnerships, including its Peppa Pig tie-up with PlayMade, but signals a shift towards larger-scale, experience-led launches tied to cultural moments.

According to Imaginary Ones, limited-edition collectibles remain a key lever for driving engagement, with blind box formats encouraging repeat interaction and sustained community interest. "This keeps the brand connected and engaged with the community to create the latest collectibles based on the current hype within the space making them constantly relevant to the community," explained Poon. 

While sales remain an important metric, the brand is increasingly focused on softer measures such as talkability, virality and cultural resonance. Looking ahead, Imaginary Ones will be expanding into the Hong Kong market, with plans to enter different markets across Asia too. 

The collaboration with Hasbro's MY LITTLE PONY builds on previous partnerships, including its Peppa Pig tie-up with PlayMade. In November last year, the brands unveiled an exclusive blind box collection celebrating the arrival of the character Baby Evie. The collection featured the Peppa Pig family and its newest addition and could be purchased for SG$5 with any two PlayMade bubble teas, or as a standalone item for SG$15. 

The campaign was rolled out on social platforms, with Instagram teasers building anticipation before its big reveal. At the time, Tan Guo Rong, co-founder of PlayMade said the collaboration is "one of PlayMade's unique way of fulfilling our mission: to fill everyone's cup with overflowing joy, one sip and one surprise at a time." 

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