I couldn't figure out who started it! They took over my old TrU location, it's funny to see so much of it blocked off.
When I went they were still setting up the toy section. I didnt see any pony stuff but they had some squishies and shopkins, so as far as kids are concerned most of their wants will be covered.
I'd be happy to take pics next time I head over if they're set up if anyone's curious. Its smaller than the Halloween section, although that may change when this month wraps up.