This generation is not given any name by Hasbro, but some of later releases of toys are labeled with the subtitle "Friendship Is Magic" (originally given to the namesake 2010 television series).

Beginning in 2013, the toys of Twilight Sparkle (originally a unicorn) were modified to have a pair of wings as well, a move that sparked criticism.

The series premiered on Sunday, October 10, 2010 on The Hub (now Discovery Family), an American television channel partly owned by Hasbro.

An animated feature film based on the Friendship Is Magic characters was first announced on October 20, 2014, in an interview with Hasbro Studios CEO Stephen Davis by Variety.

[8] The film concerns the "Mane Six" ponies – Twilight Sparkle, Applejack, Fluttershy, Pinkie Pie, Rainbow Dash, and Rarity – journeying beyond Equestria to stop a threat looming over their hometown of Ponyville.

[11] The main cast from Friendship Is Magic reprised their roles alongside original characters voiced by Kristin Chenoweth, Emily Blunt, Michael Peña, Uzo Aduba, Liev Schreiber, Taye Diggs, Sia, and Zoe Saldana.

Another special, My Little Pony: Rainbow Roadtrip, was animated at Boulder Media (an Irish studio which Hasbro acquired in 2016) and broadcast on June 29, 2019 on Discovery Family.

[16] Several eBooks based on Friendship Is Magic, including story versions of the Ruckus applications, have been released for the Barnes & Noble Nook, in partnership with Hasbro.

[19] Though the game is aimed at younger players, Gameloft's Barnabé Anglade stated that there are nods to the show's brony fandom, such as the inclusion of fan-favorite characters and popular background ponies.

[25][26] A series of Japanese comics by Akira Himekawa began appearing in Shogakukan's Pucchigumi magazine in Japan on August 12, 2013.

[31] Various "stock comics" also appeared in multiple languages for certain mainstream children's magazines, such as UK-based Redan Publishing's Sparkle World.

Hasbro has partnered with Little, Brown and Company to publish several children's books aimed at different reading levels involving the Friendship Is Magic franchise, including an official series guidebook, starting in April 2013.

[49] Hasbro stated that merchandising tied to Friendship Is Magic lead to franchise sales over $650 million in 2014, and others have considered the show's popularity to make 2015 the "year of the unicorn" for toy and related manufacturers.

[51] River Horse in the United Kingdom developed and released a series of board games titled My Little Pony: Tails of Equestria.

[31] A video game based on the fifth iteration of the franchise, titled My Little Pony: A Maretime Bay Adventure, was released in May 27, 2022 on the Nintendo Switch.

[52] Despite Hasbro's target demographic of young girls and their parents,[53][54] this incarnation of the franchise has become a cultural and Internet phenomenon with the new fandom generated by Friendship Is Magic television series, having many male fans between 13 and 35.

[56][57] As a result of the discussion on 4chan, interest in the show spread throughout other parts of the Internet, creating a large fanbase and a multitude of creative works, fan sites, and conventions.