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Mattel Launches Monster High

WOW. The girlification of horror continues with Mattel’s new in-house property Monster High, which looks like Barbie got it on with the entire Universal Monsters roster and these are her little tween babies! Hey, we are furthering the spread of horror anyway we can, right? Right? Ahhh … loosen up.

From the Press Release
For the first time in company history, Mattel will roll out a new intellectual property, Monster High, across a number of diverse consumer products categories simultaneously at launch. This new franchise targeting tween and teen girls brings together the hip teenage descendants of the world’s most famous monsters to brave the trials and tribulations of high school. The property delivers rich content and relatable storytelling via publishing, web, animation and live-action theatrical entertainment and launches consumer products in notable categories including apparel and accessories and toys. Mattel has partnered with best-in-class category experts including Little, Brown Books for Young Readers, best-selling author Lisi Harrison, Universal Pictures, Justice and Party City to bring this property to life.

“We know tween and teen girls need to immerse themselves in stories and worlds as they engage in new properties and trends,” said Tim Kilpin, General Manager of Mattel Brands. “With Monster High we are confident that through the development of relatable characters and clever storytelling, this property will resonate with girls of all ages.”

Grounded in a fun and humorous storyline, the frighteningly fashionable students at Monster High capture all the awkward moments that teens experience in their high school years, the powerful bonds of friendship and the challenges of fitting in – all delivered through a “monster” chic aesthetic and tone.

Monster High reaches girls via a line up of all–star products and partnerships enabling teens and tweens to discover the brand in their own way and engage with the Monster High characters and storyline through multiple points of entry.

“Understanding the need for multiple touch points to successfully engage today’s complex tween, the rich characters and storyline of Monster High made the brand the ideal property with which to launch our new franchise model – a sustainable business strategy that we believe is the future of brand management,” said Kilpin.

The robust offerings and impressive first-year partner roster for Monster High include:

Monster High Book Series by Little, Brown Books for Young Readers:

• Publishing: Fitting in is out and freaky is about to get fabulous! Little, Brown Books for Young Readers and Mattel have entered into a multi-year, multi-book global partnership to publish a series of books written by #1 New York Times best-selling young adult author Lisi Harrison (The Clique, Alphas). Monster High, the first book in the series, goes on sale September 1, 2010.

Online and Entertainment:

• Live-Action Feature Film with Universal Pictures: Bringing the Monster High characters to the big screen, Universal Pictures has acquired the film rights to create a live-action theatrical musical. Award-winning producers Craig Zadan and Neil Meron (Hairspray, Chicago) will team with writing pair Alfred Gough and Miles Millar (“Smallville,” The Mummy: Tomb of the Dragon Emperor) on the film.

• Monster High Website: The Monster High website offers an interactive platform to further explore the world of Frankie Stein™ and all of her freakishly fashionable friends. The site features scary cool games and activities rolling out throughout 2010, as well as introduces the characters of Monster High through original animated webisodes and witty bios highlighting their personality traits, “freaky flaws” and monster heritage.

• Animated Webisodes: Mattel has developed a series of short animated webisodes which highlight the trials and tribulations of a group of monster chic teens that come face-to-face with the awkward, yet relatable, moments of high school. New webisodes rollout on monsterhigh.com each Friday through the end of July 2010.

• Animated Special Featuring Music by “American Idol” Allison Iraheta: Mattel will develop a 30-minute animated special with music from Allison Iraheta, season eight “American Idol” star, whose pop-goth style is a natural fit for the brand. Iraheta’s songs “Scars” and “Friday I’ll Be Over You” touch on the challenges of “fitting in,” a recurring theme within the Monster High property. The special is set to air this fall on a variety of mediums including online, broadcast and mobile. (Fall 2010)

Apparel and Accessories:

• Apparel with Justice®: Just in time for the back-to-school shopping season, Mattel has partnered with Justice to launch a full line of Monster High products for tweens. The edgy, fashion-forward offerings include apparel, lifestyle accessories, back-to-school items and jewelry. Justice will also feature Monster High and its webisodes on the Tween Network in-store media screens, brand ads, the Justice catazine and on the company’s website. (Available in store July 2010)

• Costumes with Party City: An exciting partnership and extremely
organic extension for Monster High, Mattel has partnered with Party City to launch tween and teen character costumes for Frankie Stein™, Clawdeen Wolf™ and Draculaura™ complete with wigs. (Available September 2010 exclusively at Party City)

• Licensed Consumer Products Partners: High IntenCity, Accessory Innovations, Ashko Group and ACI International have each designed a line of freaky chic products from fashion bags, hair accessories and jewelry to socks and slippers that mix edgy fashion with softer lace and charm accents to give tween girls killer style. (Available in Fall 2010)

Toys:

• Mattel Toy Line: Mattel introduces a multi-category toy line, anchored in a collection of drop dead gorgeous fashion dolls, which also includes Monster High-themed plush, electronics, role play and novelty items. (Available at mass retailers July 2010.)

Please visit MonsterHigh.com for more information.

Mattel Launches Monster High

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25 Comments

  1. Know what’s even more ridiculous than us covering these “things”? The fact that we can deliver 10 stories in a row about nothing but the strictest of horror movies and it’ll garner one maybe three comments at most, yet, we post something like this and WHAMMO nearly twenty comments! It’s hilarious! LOL

    • Get no respect eh, creepy? Rodney was right. Sheesh.
      ———-
      “We are bad guys. That means we’ve got more to do other than bullying companies. It’s fun to lead a bad man’s life.”

  2. I have no issue with these being on here.

    I love toys. Now if only we’d get BJD and Pullip and the likes being announced on here (maybe even stuff like the Tokidoki lines that are skeleton-based), I would love that.

    The only issue I have with them is that they are basically Bratz with a Hot topic twist, which will appeal to the younger then 12 y.o. girls probably and I don’t think little girls need more sexualized dolls to show them that it’s “OK” to be this sexy this young.

    Floydian, I am taling from experience that at about 12, girls have usually moved on from dolls onto other things. It’s little girls that will want these. And I’m almost ready to bet that if you had a little girl and she was daddy’s girl, she would get mostly anything she wants, including horror themed dolls. Most guys give in pretty easily to their little girls’ wants.

    • I’d buy her a pony before these things. My girl would be into sports and heavy metal. None of that girly girl stuff for my daughter.

      • Or you could just accept her the way she is. Weird concept.
        ———-
        “We are bad guys. That means we’ve got more to do other than bullying companies. It’s fun to lead a bad man’s life.”

          • Chunk! Chunk! Chunk! Chunk!
            ———-
            “We are bad guys. That means we’ve got more to do other than bullying companies. It’s fun to lead a bad man’s life.”

        • What he said. trust me, when your parents (or one of your parents) does not accept you for who you are, it is pretty devastating, even at a young age (even though you don’t realize it at the time).

          Little girls go through phases faster then shoes… These dolls should go away sooner then later.

          • Emy I can only imagine that heart ache.
            ———-
            “We are bad guys. That means we’ve got more to do other than bullying companies. It’s fun to lead a bad man’s life.”

          • It was not too bad for me, but I have friends that had to move out as soon as possible for mental health reasons.

            It was said, when I was about 13-15, that I would “grow out” of that “horror phase”.

          • Well, although I wanted a boy and a girl it didn’t pan out that way and I was done having kids 8 years ago. Besides, little girls go through phases their entire lives. First it’s Barbi dolls and then PMS.

  3. Chunk! Chunk! Chunk! Chunk! Chunk! Chunk!
    ———-
    “We are bad guys. That means we’ve got more to do other than bullying companies. It’s fun to lead a bad man’s life.”

  4. I saw the video commerical for this and it looks pathetic. I’m just waiting for the day they announce another one of these, just with Tiffany as the star and a supporting cast of Freida, Jasonia and Leatherheel.

  5. When are we going to see a featurette on Chunk in Toy Story 3? He’s a rock monster and a new cast member. That would be a fun article!
    ———-
    “We are bad guys. That means we’ve got more to do other than bullying companies. It’s fun to lead a bad man’s life.”

  6. What do Whore Dolls have to do with horror?

    Why is there an article on Whore Dolls on Dread Central?

    This one I really don’t get.

    P.S. I don’t really care if dolls for little girls are highly sexualized; I just don’t see what it has to do with the genre.

    • I think Nomad’s gist is “Wow Look how far people are willing to go to cash in on the genre.” Personally, I blame Switzerland.

      Let’s all just point our fingers, laugh, shake our heads, and then watch Cannibal Ferox to cleanse.

      • Mattel sent us the press release..it has monsters in it..that’s what we do. If you’ve got feedback for Mattel, by all means, let it loose. Telling them its crap won’t help the situation.

        In my opinion, this may as well be another Bratz themed line. Not sure how they are going to build an entire franchise around it.

        • I’m sure 12 year old girls will love them but why would a hardcore horror fan give a damn? Maybe DC’s target demographic IS young teenage girls what with all the Twilight coverage and 3.5 knife positive review of The Descent Part 2 and gushing Splice review.

          • Maybe some of those hardcore horror fans have daughters who would be interested in them. Our philosophy is to be inclusive of all elements of the genre, not just the “hardcore” stuff. Plus, the more variety we have, the more traffic we get and the better able we are to keep doing what we do.

          • I know, I’m just giving you guys shit but seriously if I had a daughter she wouldn’t be playing with those fucking things. I’d give her some Alien vs. Predator McFarlane action figures or something, which I do own and am saving for my boys when they get older to sell or play with if that’s what they want to do when they’re 21 years old.

          • Then don’t forget the Justin Bieber related articles.

            Also, I think articles about Obama are very popular.

            Aren’t these the new horror icons? Leatherface never socialized medicine (I’m in Canada where it eats over 40% of our taxes every year, boy are you guys in trouble now).

          • Some suggestions:
            – Chunk in Toy Story 3. He’s a monster. And a rock monster.
            – Thor. He’s a fantasy character.
            – Justin Beiber as Vanvance 1 suggested. He’s very popular with the kids.
            ———-
            “We are bad guys. That means we’ve got more to do other than bullying companies. It’s fun to lead a bad man’s life.”

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