 Before the brony fandom arose, Hasbro had introduced new My Little Pony toys, including convention-exclusives, at the San Diego Comic Con International. With a brony element in attendance, the convention-exclusive toys have reflected the brony culture; a large poster was published in 2011 that included several background characters that had attracted the fandom's interest. A pony toy named "Derpy" was made available for both the convention and My Little Pony Fair in 2012. Toys "R" Us provided early, limited numbers of new toy based on the zebra character Zecora, due for release in late 2012 by Hasbro. Both Zecora and "Derpy" toys sold out within the first day of the convention. In 2014, Shapeways announced an association with Hasbro to create 3D printed versions of Friendship Is Magic characters, with fan artists creating and selling their designs under Hasbro's license and approval. Shapeways had previous published fan-financed and -created models without Hasbro's license prior to being asked to cease and desist such practice, the new approach with Hasbro's blessing as been seen as helping to break down the walls between content and fans in the age of social media.
