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Notes -
The show bible for My Little Pony is on archive.org, and it has some interesting things to say about how they positioned the world. It's also from 2009 so it predates the woke spillover:
This sounds right to me, though the contrast between the corpospeak and the graphic design is certainly pretty jarring. I never watched it (not even when it was big), but there's a richness to the detail of the world and characters. Contrary to modern female character design, every character page has a "bad points" section as long as her "good points" section, and this is probably one of the reasons it had such a strong following in its heyday. Characters' bad points cause conflicts or avoidable problems, creating room for the ponies' good points to shine and resolve them.
The target audience was very carefully designed, and they knew they were targeting boys too (given the bronies of the 2010s, perhaps it worked a little too well). Some cut-down quotes from p65, if you want to read it in detail:
While MLP was a breakout exception, it's an existence proof that the suits used to know how to make girl shows that that boys could watch. But all we have now are the corpses of old franchises going to resyk to be turned into slop. Why haven't we seen other major media cater to girls-but-also-boys in this way, instead of the torrent of flawless mean-spirited girlbosses that we did get?
An important distinction here: "modern female character design" does still produce characters with lots of bad points, but not on purpose.
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Because someone mentioned it above: the flawless mean-spirited girlboss is a religious thing, and most show writers are, if not necessarily that religious, encouraged in that direction by the suits. Problem is, of course, that because their religion is a religion of hatred, people need to have some other motivation to watch it.
The best example of a Western show post-MLP (or at least, post-Lauren Faust-directed MLP) to not be outwardly religious in this way is Gravity Falls. I don't think Alex Hirsch is particularly religious in that way (or at least, he isn't in a way that negatively impacts his work, though there are also signs that he understands what I'm about to talk about below).
Oh yeah, about that. The boys that persist in watching it are also [at least sometimes, if not most times] doing it for that reason, just like they were with Sailor Moon back in the '90s (and is part of why the post-woke MLP [G5, the 3D era one] designs look significantly less attractive, like dogs), and is why slice of life anime with all-female casts tend to have significant male followings.
(What that reason is... is more complicated; smarter men than I have tried and failed so I'd have to think about it more. I'd say 'moe' as a first pass, but that's not any less dense.)
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