The animated series My Little Pony: Friendship is Magic has become a cultural phenomenon since its creation in 2010. The cartoon relatively quickly gained a considerable fan base (primarily bronies – mostly young men eager to demonstrate their fascination with the series’ themes). It becomes legitimate to consider the phenomenon of the series in a broader (transcultural) context, especially the search for a (not so obvious) code of refiguration of masculinity and the increasingly important strategy of post-ironic cultural communication, which triggers a sincere emotional commitment in the viewers of the series. Bronies manifest a new way of constructing the concept of masculinity, far from the culturally recognized traditional norm. This text aims to organize the issues relating to the phenomenon of bronies and proposes to view it through the prism of the practices of New Sincerity as one of the trends having a significant impact on the image of contemporary popular culture. Keywords: bronies, refigurations of masculinity, My Little Pony, New Sincerity, fandom