Move Over Bella, the Daughter of Dracula is Starting High School

Mattel Launches Monster High

Mattel is unveiling a new intellectual property within the Mattel Brand’s portfolio targeted to teen and tween girls called Monster High.  The new fiercely fashionable cross-category franchise brings together the hip teenage descendants of the world’s most famous monsters to brave the trials and tribulations of being a teenager in high school.  The line will extend past toys to include webisodes, an apparel line with Justice, a series of books by Lisi Harrison (the author of the popular Clique and Alpha series), a big-screen musical film with Universal and more.

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.

Some of what the Monster High franchise will 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.

• Monster High Website: The Monster High^TM 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.

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.

• 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)

So moms weigh in.  What do you think?  Will your daughters be interested in Monster High?  If they are will you let them watch/read/play/wear the merchandise?  Inquiring minds want to know!

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