From Smirnoff Ice to My Little Pony, modern bros are all over the place.

Inspired by the children’s toy, My Little Pony Friendship is Magic debuted on the Hub channel last fall and has since garnered an unlikely following — grown men. If you aren’t familiar with the new show, but do remember My Little Pony, then you are likely a child of the ’80s. (You are also likely a girl.) But today, there is an online love for the show that is maintained by male fans of the show, who’ve been dubbed “bronies.”

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What’s more, not only are these guys watching the show, they’re also messaging about the show, trolling fan boards about the show and making fan videos about the show.

Wired reports that 32-year-old Luke Allen is one such fan. “First we can’t believe this show is so good, then we can’t believe we’ve become fans for life, then we can’t believe we’re walking down the pink aisle at Toys R Us or asking for the girl’s toy in our Happy Meal,” he told Wired.

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So just how many bros are into My Little Pony? Well, the fan site Equestria Daily (run by a man) “gets roughly 175,000 pageviews per day now,” according to Wired.

NewsFeed is, to be honest, somewhat baffled by this. But we have to admit we find it much more charming than last summer’s craze Bros Icing Bros. Let’s hear it for the Bronies. (via Wired)

[youtube=http://www.youtube.com/watch?v=M6k-3l4gSSk&w=450]

Megan Gibson is a reporter at TIME. Find her on Twitter at @MeganJGibson. You can also continue the discussion on TIME’s Facebook page and on Twitter at @TIME.