The series was announced in Kidscreen Magazine and will spawn its own line of dolls, doll clothing, and doll accessories.
The main plot of Equestria Girls is to rescue Twilight's crown and Element of Harmony. Which was taken by Sunset Shimmer in the Crystal Empire. In order to do this, Princess Twilight Sparkle must go through a magical mirror which teleports her to an alternate world. After Sunset Shimmer discovers that Twilight is there and attempting to gain back her crown and element of harmony, she puts diabolical traps and set-ups into place.