Activision and Hasbro to produce My Little Pony games

My Little Pony's typical audience (girls aged 4-8) won't be the focus of the new titles. Photo: ITV Granada

Activision and Hasbro today announced a partnership to produce a series of My Little Pony games on the Wii U.

The games, which will be based on the hit TV series 'Friendship is Magic', will feature "open-world sandbox gameplay, with farming elements", according to Activision head of marketing Daniel Baker.

"Think Animal Crossing meets The Sims" he said. Daniel was quick to add that the games will be aimed towards an "older, male, tech savvy audience".

The current iOS/Android game by Gameloft has been a big hit for Hasbro. Credit: ITV Granada

Daniel was quick to point to Hasbro's and Gameloft's recent success with the hit iOS and Android game, which was popular among older gamers. "We want to replicate that sucess".

"We want the fans themselves to be involved. We've already reached out to prominent members of the Pony fandom", he added.

The series is already in development, with the first installment expected to be released by Winter, with additional games to be released every 6 months.