In celebration of the International Day of Friendship on July 30, Hasbro’s My Little Pony is trotting out a global social campaign to celebrate the magic of friendship.

MLP fans are being encouraged to Friend It Forward through random acts of friendship. The brand will kick off its celebration at San Diego Comic Con on July 21 by asking fans in attendance to make an official pledge to commit an act of kindness as part of the Friend it Forward campaign.

US retailers—including Walmart, Target, Toys “R” Us and Amazon—will also be celebrating Friend It Forward by offering an online promotion on July 30. Discovery Family Channel is also airing the mid-season premiere of My Little Pony Friendship is Magic on July 30, followed by a mini-marathon of friendship-themed episodes selected by fans.

Hasbro will donate US$1 to generationOn (to a maximum of US$50,000) each time an act of friendship is shared on social media using the hashtags #FriendshipisMagic and #FrienditForward through August 31. (GenerationON is the youth division of Points of Light and empowers kids and teens to make positive changes in their communities through service.)

Following last year’s International Day of Friendship celebration,  it was announced that a My Little Ponymovie was being readied for the big screen by Hasbro Studios and Lionsgate. The film is slated to hit theaters in 2018.