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My Little Pony: Friendship Is Magic is an animated television series produced by Hasbro as part of its My Little Pony toy franchise, which is tied in with the 2010 launch of dolls and playsets, and original programming for its new network station The Hub. Lauren Faust was selected as the creative developer and executive producer for the show, based on her previous animation experience with shows like The Powerpuff Girls and Foster's Home for Imaginary Friends. Under Hasbro's guidance, Faust developed the show to appeal to the target demographic of young girls and their parents, but created characters and settings that challenged formerly stereotypical norms of "girly" images, and added adventure and humorous elements to keep parents interested. The show is animated using Flash, and produced at DHX Media's animation studio in Vancouver, Canada. Its production is overseen by director Jayson Thiessen, who took over as executive producer after Faust stepped down after the first season.