Kayou and Hasbro Introduce MY LITTLE PONY Trading Card Game at New York Comic Con

After 40 years of capturing hearts across generations, MY LITTLE PONY's magic, friendship and fun come to life in its first U.S. trading card game (TCG)

NYCC attendees the first to experience the game at Kayou's booth, #1217, before it's available at retail – coming in early 2026

NEW YORK, Oct. 9, 2025 /PRNewswire/ -- Kayou, China's No.1 collectibles company and top trading card brand, in collaboration with Hasbro, a leading games, IP and toy company, will introduce its beloved MY LITTLE PONYCard Game - Friendships Beginto superfans at New York Comic Con today at the Jacob K. Javits Convention Center, Kayou booth #1217. Now through Sunday, October 12, U.S. fans will have their first opportunity to get up close and hands-on with the trading card game (TCG) that has already captured hearts overseas, an exclusive preview before the game's official retail launch in early 2026.

At the Kayou booth, fans will be able to admire an exquisite wall of MY LITTLE PONY trading card artwork, learn the rules and gameplay mechanics directly from the Kayou team, and participate in onsite activities to win free card packs.

Co-developed by Kayou and Hasbro, MY LITTLE PONYCard Game - Friendships Begin combines the beloved storytelling of the MY LITTLE PONY Friendship is Magic animated series with innovative gameplay. The game is designed to engage both TCG enthusiasts and MY LITTLE PONY fans of all ages, age 6 and up, who value strategy, creativity and friendship – it's quick to learn and only takes 20-30 minutes to play.

First launched in China in April 2025, the game features brand-new illustrations created by official MY LITTLE PONY artists and internationally renowned creators. Since its debut, the game has built strong momentum as it prepares to expand into the U.S.

"The U.S. trading card game scene is booming, yet the market has yet to see a true success with a dedicated, girl-focused TCG – until now," said Marianne James, Senior Vice President of Global Licensing at Hasbro "MY LITTLE PONY Card Game - Friendships Begin is designed to fill that gap, appealing to fans who love MY LITTLE PONY, enjoy strategic card play and value the joy of challenge, adventure and community."

Fans can choose from six collectible starter decks featuring each of the Mane 6 – Twilight Sparkle, Rainbow Dash, Pinkie Pie, Rarity, Applejack and Fluttershy – and step into the magical world of Equestria as their favorite Main Character Cards. 

Two players face off, each building a deck of ponies, actions and items to tell their own story. On each turn, you draw cards and send your ponies forward in the Adventure Area, using clever card combos to overcome challenges and move through your tale. Story Cards recreate pivotal stories of friendship; Scene Cards provide the setting for the story and can reveal a pony's magical powers; and Character Cards are packed with personality, force of harmony and inspiration to help move the story forward. Strategy, timing, and friendship help you advance faster than your opponent—the first player to complete their story wins!

Every card vividly brings to life beloved characters, iconic scenes and the fairytale charm of the MY LITTLE PONY series in unique artistic styles. From shimmering foils to embossed textures and laser etching, each card has striking depth and sparkle that make it a work of art.

Each starter deck includes a 70-card ready-to-play deck used to create a Main Deck, Scene Deck and Story Deck, and three booster packs with five cards in each pack. Players can collect 68 card types across nine rarity levels, including Shining Ruby Rare (RR) Cards that feature the Mane 6 and their elements of harmony illustrated with vibrant colored pencils and lush oil painting textures; and Shining Emerald Rare (ER) Cards that showcase iconic Equestrian landmarks themed for each of the Mane 6 with exclusive day/night variations.

Two starter decks are required to play the game, one for each player. Fans can collect all six decks and mix and match to create their own custom playing decks.

Every day at 5 p.m., fans at New York Comic Con can visit Kayou's booth, #1217, for a chance to win an Exclusive Promo Card featuring one of the Mane 6. Must follow @kayouus, snap a pic of MY LITTLE PONYCard Game - Friendships Begin and post it on Instagram. Available in limited quantities. First come, first served. One per person.

MY LITTLE PONY Card Game Starter Decks will launch at major retailers nationwide in early 2026. Booster packs, which further enrich the magic and gameplay, adding to the chase and collectibility with an additional 191 cards to collect, will also be available in 2026.

In addition, Kayou U.S. will launch a tournament program in 2026, expanding on global play initiatives introduced earlier this year.

The MY LITTLE PONY Card Game expands Kayou and Hasbro's existing U.S. line of collectible trading cards. MY LITTLE PONY Friendship Eternal Cards — Moon Edition rolls out at major retailers including Target, Gamestop, Barnes & Noble and through the popular livestream commerce company, Crossing, this month.

About Kayou
Kayou is China's No.1 trading card company and China's leading pan-entertainment product company, selected as part of the Global Unicorn Index 2025 published by Hurun Wealth, and trusted by a portfolio of nearly 100 licensed IPs across anime, entertainment, and pop culture. Kayou unites scale, speed, and creative innovation to deliver next-level collectible experiences fans have never seen. As the company brings trading cards and collectibles together under one roof, Kayou introduces a whole new dimension of excitement, creating deeper connections for fandoms worldwide. For more information, visit kayouofficial.com and follow @kayouus on Instagram and @kayou_us on TikTok.

About Hasbro
Hasbro is a leading games, IP and toy company whose mission is to create joy and community through the magic of play. With over 164 years of expertise, Hasbro delivers groundbreaking play experiences and reaches over 500 million kids, families and fans around the world, through physical and digital games, video games, toys, licensed consumer products, location-based entertainment, film, TV and more.

Through its franchise-first approach, Hasbro unlocks value from both new and legacy IP, including MAGIC: THE GATHERING, DUNGEONS & DRAGONS, MONOPOLY, HASBRO GAMES, NERF, TRANSFORMERS, PLAY-DOH and PEPPA PIG, as well as premier partner brands. Powered by its portfolio of thousands of iconic marks and a diversified network of partners and subsidiary studios, Hasbro brings fans together wherever they are, from tabletop to screen. 

For more than a decade, Hasbro has been consistently recognized for its corporate citizenship, including being named one of the 100 Best Corporate Citizens by 3BL Media, a 2025 JUST Capital Industry Leader, one of the 50 Most Community-Minded Companies in the U.S. by the Civic 50, and a Brand that Matters by Fast Company. For more information, visit https://corporate.hasbro.com or @Hasbro on LinkedIn.

MEDIA CONTACT:
us.pr@kayouofficial.com 

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SOURCE Kayou