Book excerpt: In 2010, My Little Pony: Friendship is Magic premiered on television. A large, avid fandom soon emerged--not the pre-teen female demographic earlier versions of the franchise had been created for, but a roughly 80 percent male audience, most of them age 14-24. With this came questions about the nature of the audience who would come to call themselves "bronies." Brony Studies was born. Approaching the fandom from a perspective of clinical, social and experimental psychology, this study presents eight years of research, written for academics and fans alike. An understanding of the brony fan culture has broader application for other fan communities as well.