It seems like a brand named Rudolf Stein has released a new kind of MLP Merchandise. What we have here are "Mascots" these are small ponies who come with a suction cup and a plastic peg which you can attach to them on their back. because of this you can stick them anywhere you want! For example on you can attach them to your glass or bag. There are also quite some Ponies to collect besides the mane-six. You can also collect Minuette, Roseluck and Berry Green.

These were all spotted at Newcastle Comic-Con
Thanks a bunch to Nina for the heads-up and images!