HasbroFrienditForwardTo commemorate this year’s International Day of Friendship on July 30, the My Little Pony franchise is launching a global movement to empower consumers to celebrate friendship through random acts, encouraging others to “friend it forward.”

The My Little Pony brand will kick off the celebration with fans at Comic-Con International in San Diego on July 21 by inviting those in attendance to make an official “friend it forward” pledge at the Hasbro booth. Hasbro will also distribute My Little Pony tokens of friendship to reward kind acts throughout the convention.

In addition, Select retailers and Discovery Family Channel will also “friend it forward” to their customers and viewers. Walmart, Target, Toys “R” Us, and Amazon will each offer an online promotion on July 30 on select My Little Pony merchandise, while Discovery Family Channel will air the mid-season premiere of My Little Pony Friendship is Magic on July 30 at 11:30 a.m. EST followed by a mini-marathon of friendship-themed episodes, chosen by viewers. Sisters Vanessa and Stella Hudgens are also teaming up with the My Little Pony brand to perform acts of friendship in their own communities.

Fans can share their own acts of friendship via their social channels, tagging posts with #FriendshipisMagic and #FrienditForward or using the special My Little Pony filter on Snapchat, available on July 30. For each act of friendship shared using #FriendshipisMagic and #FrienditForward between now through August 31, Hasbro will make a $1 donation to generationOn, the youth division of Points of Light, up to $50,000. generationOn will also be encouraging its community to “Friend it Forward” by providing kids and parents helpful tools and resources to engage in acts of friendship through service opportunities.