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Background Pony #A0DD
If you read further at ThinkGeek’s page for it, they say this:
 
(We know. The word “heck” isn’t in the original. We’re assuming Hasbro didn’t want their name on a wallet that had the original word on it. They are a toy company.)
Prof.NightJack
Equality - In our state, we do not stand out.
The End wasn't The End - Found a new home after the great exodus of 2012

Gizmonics Scientist
@Goldenpwny  
Yes that would be better but for the same reason I think it’s not ‘fuck’ or even ‘shit’ is that it had to be approved to be officially licensed, and ‘buck’ it is just one letter for ‘fuck’ so it would be a no go.
Prof.NightJack
Equality - In our state, we do not stand out.
The End wasn't The End - Found a new home after the great exodus of 2012

Gizmonics Scientist
@Whatevs  
I’m just point out that it says that, oh and ThinkGeek does have stuff for kids on it too, so it’s not a stretch they it may have been shown to Hasbo or DHX and had to use “heck” to be approved.
Whatevo
Thread Starter - The great GamerGate discussion.
The End wasn't The End - Found a new home after the great exodus of 2012

Arch-Rarifag
@Prof.NightJack  
Odd, I assumed that love and tolerate was a brony exclusive thing.
 
Oh wait, this is on think geek so it is obviously targeted towards bronies and not little girls right?
 
Say the damn word. At least say Hell. That’s a very subdued curse word.