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My Little Pony: Friendship Is Magic is an animated television series based on the My Little Pony toyline, created by American toy and game manufacturer Hasbro. It features characters and settings developed by Lauren Faust, who sought to create more in-depth characters than the stereotypical "girly" icons used in previous iterations of the franchise. The series began airing on October 10, 2,010 in the United States on the Hub Network cable channel, which was re-branded as Discovery Family in October 2,014.