Is MLP:FIM really aimed at a specific target demographic?

[ManaMinori 4,146]

Let's take a look at some of what the Creator, Mrs. Faust had to say about the series, first off, to see if we can determine where the target demographic lies.

 

3:

Q: 3. Following up on that, why did you decide to spearhead the show? What factors secured your interest and confidence in the high quality and wider appeal of Friendship is Magic?

 

A: At first, it was just because it was fun and easy.  I had played with the toys for most of my childhood, and I literally referenced the characterizations and stories I made up for myself when I was little.  The characters you see in the show were based entirely on the personalities I gave certain toys.  Many of the locations where expansions of the MLP playsets I played with in the '80s. I used to say that my own inner eight-year-old was my personal focus group.

And beyond that, my confidence in the project grew as the more work I turned into Hasbro, the more they said “yes!”  Developing animation for TV is often (though not always) a grueling and disappointing process, and you can end up miles away from your vision.  I’ve known people who’ve directed their own pilots while no longer knowing what they were trying to say or who their characters were after having it developed to death.  I didn’t want to be in that position. I was also so passionate about making quality entertainment for girls, and I didn’t want to be responsible for adding to the pile of entertainment garbage that’s so often targeted toward them.  I was always waiting for things on MLP to take this sort of bad turn during the development process, but they never, ever did.  Hasbro was kind of awesome that way.

 

 

 

25:

Q: The Hub television network has earnestly been reaching out to us in the recent months. What's your take on primary vs. peripheral demographics? How did you seek to unify the two, and what do you expect will be the standard moving forward? Put succinctly, how do bronies affect ponies - in our purchases, discussions, fan works, and the rest?

 

A: While we were moving forward on Season 2, we all felt that we attracted this audience with the strategy we laid out to attract girls and their parents - so we didn’t think there was a need to change the approach, at least as far as the show is concerned.  If it ain’t broke, don’t fix it, right?  However, even outside of bronies, I was hoping that some of the “nicey-nice” restrictions would be lifted for Season 2 or that we’d at least get more wiggle room. Not because I had a need for edginess, but because I thought we were going to start running out of ideas to explore within those restrictions.

 

28:

Q: Thank you so much, Lauren - believe me, we all sincerely appreciate your support! Now, once again, new horizons are spreading before you - horizons as yet unknown to the rest of us. As much as you can, without giving anything specific away, could you tell us what we can expect from Lauren Faust in the months and years to come? What's the next move for you, and how - and, more importantly, why - are you blazing that trail? How have ponies shaped your philosophy and outlook moving forward, and what do you expect will be your single most poignant and lasting memory from your time as the watchful shepherdess of the pony herd?

 

A: I have a lot of irons in the fire right now, and I’m waiting to see which one shows the most promise.  It is still difficult to sell animation for and/or about girls, but MLP gives me something to point to as a successful example.  People didn’t even believe girls’ shows could be legitimately funny and that boys might actually watch them...yet, between Powerpuff Girls and FiM, there’s proof that lightning can struck more than once.

 

The most lasting effect working on this show will have for me is the literal 'dream-come-true' facet of the opportunity.  Not only was it a chance to bring one the most inspirational aspects of my childhood to life in the manner I had dreamed it could be since I played with ponies as a child, but it was also a chance to put my theories about entertainment for girls into practice.  Seeing it work so well that it brought in an additional, unexpected audience was a triumphant bonus.  However, what will also stick with me is the sadness I felt when I realized I had to leave it. It was a horrible, painful decision. It still stings...and I suspect it always will.

 

31:

Q: How do people such as bronies factor into this situation? What distinctions between a "boys/guys" show, a "girls/gals" show, and a "family" show should and should not exist, to you? Why do the current distinctions exist, in your mind, and how can people such as the teenaged and adult MLP:FiM fans influence executive and marketing mindsets toward these programs? At the root of it all, is the "divide" between the genders dwindling ever smaller - and what will it take for males and females to be equal as humans?

 

A: I love the idea of “all ages” entertainment - media that is enjoyable to male and female, young and adult.  But the perception currently out there is that, if the main character is a girl, or if a significant portion of the cast is female, it is “for girls” only and exclusively.  And usually, if something is planned for both genders, it means most of the characters are boys - and that maybe, if you’re lucky, there are a couple of girls who get to tag along.  I long for the day that female characters are not considered novel.

 

At the same time, it’s hard to ignore the evidence that some specific content will attract mostly women and girls and that other content will mostly attract men and boys.  I think that’s okay too - not to mention fun.  The problem is the positively ancient issue that a girl will watch a show or a movie about a boy - but a boy won’t watch a show or movie about a girl.  The people who profit from media need to protect their investment, and they know they’ll get a larger audience and make more money if they default to “for boys.”  It remains the most common reason why girl stuff isn’t made.

 

The only thing that will change this is support.  The audience supplies the ratings and the profits, and that’s what the money people are looking for.  If you like a show involving girls, watch it and buy the stuff.  Spread the word, refuse to be ashamed, ask for what you want, and visibly support artists who do it well.  All of this encourages the people with the money to give this kind of content a chance.

 

As you said, the divide between the genders may be dwindling...but the gap, in my opinion, is still large. If you look around you, people still insult boys by comparing them to girls (“pick up the pace, ladies!”) and praise girls by comparing them to boys (“wow, you draw as good as a guy!” - to quote what someone once said to me when I was a student). The question of what it will take for everyone to consider the genders equal is way too big a question for me. I have no idea. But I think it’s up to everyone as an individual to carefully and honestly evaluate their own attitudes and at least try to make things better - if only in their own lives and the way they treat people they know.

 

source: http://www.equestriadaily.com/2011/09/exclusive-season-1-retrospective.html

 

So.......

What I get from all this is that Faust, at the concept stages and start of MLP, wanted to produce a quality cartoon entertainment for girls that most other cartoons didn't provide, at the time; but then going into season 2, she wanted to drop the “nicey nice” restrictions for that demographic, and have the show branch out even more. Also, that they attracted those girl's parents as well (which goes beyond Hasbro's supposed “target demographic) Faust then begins to believe that MLP is quality entertainment for all ages, young and old. But the perception of many believes that it either has to be a girls show or boy's show, and that adults can't like something “meant for kids” (which Faust seems to imply that it's not). But as the show continues to evolve, I see no specific “target demographic” that MLP: FIM is aimed at. One could argue that the toys that Hasbro produces in the “pink aisle” is aimed at a target demographic- i.e. little children who couldn't care about character quality and whatnot. But as far as the show itself goes, I just don't see it aimed to any one age group.

 

But what do you guys think? Is the show (specifically, the animated series) primarily for young children, maybe ages 4- 12? Given all that we've seen in the series, from characters using words such as "precipice", "brink", "rotunda", ect, and with characters having more complex issues to solve than what a target demographic of that age might not normally see in programming geared toward them (Starlight Glimmer cult/ communist/ brainwashing, militaristic propaganda; attacks on the princess (who was made to look like she died, not once but twice, in the battle with NMM, and Chrysalis), and demons from Tartarus engaging in DBZ style throwdowns, anyone)

Thoughts on the target demographic? Does MLP: have one, or does it cater to watchers of all ages?

[Omar 692]

I don't think that it is aimed at any certain demographic, but by the way the show looks, people just think that it is a cartoon for girls. The show definitely can be enjoyed by anyone. For example, my older brother (who is not a brony) watched one of the newer episodes and actually kind of liked it.

Edited April 21, 2015 by Omar_25

[A Black Circle 1,586]

No, the people there are not making the show for any target demographic. The network is responsible.

[ManaMinori 4,146]

No, the people there are not making the show for any target demographic. The network is responsible.

the network merely hosts the show on their channel. They have no right to be deciding what the target demographic is, if you ask me. Ratings? Yeah, sure, fine. But not the age group that is or should be watching it.

[chirox the pony 1,336]

I think what Faust means by "girls" show is that it's a show starring mostly female characters, she has stated directly that the show was meant for kids and adults, as far as I'm concerned there's no more need for debate.

[Pastel 7,630]

I still think MLP:FiM was originally meant for young girls (mostly for them, but that doesn't mean older people can't like it too). My Little Pony is a franchise that sells toys for girls, so it seems obvious that the cartoon is aimed at them.

 

But seeing how popular the show got, and that older males started to watch the show too, they decided to aimed at an older audience (that's what happened with Twilight's Kingdom...)

 

But as I said, the show can be enjoyed by everyone, even the first season.

Edited April 21, 2015 by Blobulle

[Unlikeable Pony 2,700]

There is a very clear target demo; the 4-10 year old girls crowd is who they care about for the show, and everythng past that is just gravy that they aren't going to aim at specifically and just view as a lucky bonus.

They can get the 2-4 preschool crowd via the toys just looking cute alone and brand name recognition with parents, and they aren't actively going to court bronies, though they will be happy to get their money.

 

[Aleh 481]

Pfft.
Its main target demographic is young girls, and its also designed to not be horrible for parents to watch.
Pretty much it.

[The Awesome One 1,315]

It was supposed to be a show for little girls that their parents would be able to bear to watch.

 

However something about the show, maybe it's the animation or the characters or the plot or all of it combined but this show appeals to older males and females too. Enough that we have a big fandom.

[Wind Chaser 4,768]

The show was and still is made for girls 2-11. It still is the primary focus of the show's marketing, merchandising, and ratings reports. The cast of the show is overwhelmingly female and the visual style is engineered specifically to appeal to that target demographic. The only thing setting MLP apart from other shows aimed at girls is the depth of its characters, writing, and production values. Thus, attracting people outside of the original target is a natural consequence and reward for the show's attention to quality.

 

MLP acknowledges the Brony fanbase because it would be wrong if they didn't. On top of the revenue stream they already get from the primary target, the extreme, enviable loyalty of the Brony fanbase is another line of financial and emotional support for this franchise, helping to get the name of the franchise out into popular culture and supporting the artists behind the show and its merchandise so they can continue making more of it at better quality. Ignoring that potential benefit would be detrimental to the image of the show and Hasbro.

 

Being a show of a commercial nature, MLP is still reliant on these demographic numbers, much more than a more creator-driven enterprise would. However, it was the work of writers and artists who thought of their potential audience as more than numbers and market research that built such an enjoyable show on so many levels.

[Trixio 443]

Pfft.

Its main target demographic is young girls, and its also designed to not be horrible for parents to watch.

Pretty much it.

I agree,is simply how things are

[Dark Qiviut 22,565]

The first-party merchandising markets FIM to girls somewhere between 4-10 (except EQG, whose base demographic is girls ten to fourteen). However, the animation is much more different. Even with the primary female cast, FIM is for all ages. Girls, boys, kids, adults, and everyone in between. It was like that when Faust created the show (and she made that abundantly clear in both the OP and her famous rebuttal to an anti-brony a few years ago) because good quality doesn't see demographics. It'll remain such unless there's a huge quality drop.

[TheJLeeTeam 914]

I don't think so. While FiM seems like for little girls it doesn't have the cliches that pander to them so I think anyone can like this show to take a stress-relieving break from annoying school days or whatever.

[colt_following 169]

I have to say. for me there are very few factors that make the show feel like a 'little girl' show, even from when I first started watching (on accident). Sure, it can sometimes be a little bit 'cutesy', but I feel it doesn't step into the territory of shows like "Totally Spies", which my older brother used to adore. Yea, it's not a great copmarison, but I think if you could measure just the "girliness", you'd get what I mean.

Whenever I think of it, I always tend to match it with shows like Phineas and Ferb... lots of varying adventures, aimed at all audiences with a little something for every gender and age group.

[Unlikeable Pony 2,700]

The first-party merchandising markets FIM to girls somewhere between 4-10 (except EQG, whose base demographic is girls ten to fourteen). However, the animation is much more different. Even with the primary female cast, FIM is for all ages. Girls, boys, kids, adults, and everyone in between. It was like that when Faust created the show (and she made that abundantly clear in both the OP and her famous rebuttal to an anti-brony a few years ago) because good quality doesn't see demographics. It'll remain such unless there's a huge quality drop.

 

 

I think that might be a bit too old for the EQG demo, 12 year olds are a bit old for barbie style dolls normally, and 14 is way over it. I'd say 6-12 for EQG.

[Dark Qiviut 22,565]

I think that might be a bit too old for the EQG demo, 12 year olds are a bit old for barbie style dolls normally, and 14 is way over it. I'd say 6-12 for EQG.

Not too old at all. Both movies are attempting to paint a picture of what high school is supposed to be like to female young adults/adolescents/tweens. They're marketed towards girls who are undergoing puberty, a major transformation in their lives. Ten to fourteen fits that mold.

[Unlikeable Pony 2,700]

Not too old at all. Both movies are attempting to paint a picture of what high school is supposed to be like to female young adults/adolescents/tweens. They're marketed towards girls who are undergoing puberty, a major transformation in their lives. Ten to fourteen fits that mold.

 

 

yes, but the actual merchandise (the dolls) fits a younger crowd.

Edited April 22, 2015 by Unlikeable Pony

[Marimo 555]

The first-party merchandising markets FIM to girls somewhere between 4-10 (except EQG, whose base demographic is girls ten to fourteen). However, the animation is much more different. Even with the primary female cast, FIM is for all ages. Girls, boys, kids, adults, and everyone in between. It was like that when Faust created the show (and she made that abundantly clear in both the OP and her famous rebuttal to an anti-brony a few years ago) because good quality doesn't see demographics. It'll remain such unless there's a huge quality drop.

 

 

I think that might be a bit too old for the EQG demo, 12 year olds are a bit old for barbie style dolls normally, and 14 is way over it. I'd say 6-12 for EQG.

Based on a presentation from the last toy fair, it seems Hasbro considers the target demographic for Equestria Girls to be primarily ages 5-10, but also includes anyone older than 10 based on the +.

[Red Cedar 1,408]

I think that, overall, they have tried to make a show aimed squarely at preteen girls.

 

The thing is, if you make a show for preteen girls really, really well, with attention to detail and setting and writing and characterization, it will also be a good show for people other than preteen girls.

[Frostgage 7,978]

Don't overthink it, the show was and still is targeted towards little girls. This is just a fact, but it doesn't mean that those of us outside the target demographic can't watch/enjoy it too.

[TheMisterManGuy 344]

I think that, overall, they have tried to make a show aimed squarely at preteen girls.

 

The thing is, if you make a show for preteen girls really, really well, with attention to detail and setting and writing and characterization, it will also be a good show for people other than preteen girls.

Preteens? Not really sure about that. Preteens in my view, would be anyone in Jr. high, so roughly those be ages 11 to 13 or 14. FiM skews a bit younger than that. elementary school girls arround 4-11. Plus, middle school kids are going to be a bit too old for dolls and action figures, and most toys in general.

[Red Cedar 1,408]

Preteens? Not really sure about that. Preteens in my view, would be anyone in Jr. high, so roughly those be ages 11 to 13 or 14. FiM skews a bit younger than that. elementary school girls arround 4-11. Plus, middle school kids are going to be a bit too old for dolls and action figures, and most toys in general.

 

Thirteen and fourteen is not preteen. The show is geared for ages 12 and under.

[TheMisterManGuy 344]

Thirteen and fourteen is not preteen. The show is geared for ages 12 and under.

Just like how you don't automaticaly become an adult the day of your 18th birthday, you don't suddenly become a teenager the day you turn 13. Being a teenager involves much more than just having the word "teen" at the end of your age. If you're still in middle school, you're not really a teenager. In fact, your teenage years don't really begin until you start high school, which for most kids is 14-15 years old. So yeah, if they're not at least a freshman in high school, their preteens. 12-13 year olds are considered to be a bit too old for MLP or EG toys. 

[Red Cedar 1,408]

Just like how you don't automaticaly become an adult the day of your 18th birthday, you don't suddenly become a teenager the day you turn 13. Being a teenager involves much more than just having the word "teen" at the end of your age.

Actually, that's pretty much the textbook definition of when you become a teenager. You could argue social and intellectual development in those considered teenagers (or even adults) until you're blue in the face but when you become a teenager is pretty straightforward.

[TheMisterManGuy 344]

Actually, that's pretty much the textbook definition of when you become a teenager. You could argue social and intellectual development in those considered teenagers (or even adults) until you're blue in the face but when you become a teenager is pretty straightforward.

You'd only be a teenager on a technical level. When you think of a teenager, you don't think of 13 year old 7th graders. You think of High Schoolers in 10th or 11th grade. Those who are preparing for collage, at least have a driving learner's permit, are old enough to work, those who are transitioning to adulthood. Not pre-pubesent kids who think they're teens because of some arbitrary technicality. The same works for adults too. I'm 18, but I still consider myself a teenager. Why? I'm still in High School, I have no carrer yet, I still live with my parents, and I'm not even a senior. Just because you're legally an adult at 18, doesn't make you an actual adult.