Hasbro is allowing some My Little Pony fans to license and sell their 3D printed designs through a Shapeways online store. Fans do the design work, Hasbro surely gets to enforce their right of approval before sale in the store, Shapeways manufactures the product. It's definitely a win for Hasbro, they're offloading the work, getting the fans involved, while still protecting the brand.
The ability to customize a 3D printed item before you buy it - just by using your browser - is an exciting option, one that takes advantage of 3D printing's ability to economically print one-offs with modest variations.