My Little Pony is often derided for promoting consumerism. When the media adaptations of the franchise debuted, there was much controversy in the United States about television advertising targeted at children. Relaxed regulation in the 1980s on cross-referencing between programming and commercials led to toy-based shows, such as Mattel's He-Man and the Masters of the Universe, Hasbro's Transformers, G. I. Joe, and later My Little Pony 'n' Friends. (1:5–8) While He-Man initially drew the most controversy, My Little Pony remained controversial for many decades later, even when it was not being produced; the criticism is much more harsh and enduring than similar franchises with toy lines. Sherilyn Connelly cites examples from authors and journalists who single out My Little Pony for being tied to toys and merchandise, often putting it "first against the wall" while sparing such criticism from the aforementioned Hasbro franchises, or franchises such as Star Wars, Toy Story, and Lego. (2:5) Connelly notes that professionals who work with children, for example psychologists and librarians, often have a positive view on the franchise; psychologist John Rosemond described My Little Pony toys as "great, soothing, quiet-time toys", having none of the violence or sexuality of other toy franchises. The first animated series is often given as the worst example of a Saturday-morning cartoon, despite never airing on Saturday mornings. Even though no My Little Pony adaptation was airing on television for much of the 1990s and no toys were being produced, it was still often brought up as a contemporary example of aggressive marketing through television. (1:3,5,8)
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