Mattel Rolls Out ‘Monster High’ Tween Franchise

Toy manufacturer Mattel is launching a brand-new property aimed at tween and teen girls, Monster High, and for the first time in the company’s history, product for this new brand will simultaneously roll out across a breadth of diverse consumer products categories.

This new franchise centers on the hip teenage descendants of the world’s most famous monsters, who brave the trials, tribulations and awkward moments of high school. “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.” 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.

For the launch, Mattel has partnered with Little, Brown Books for Young Readers on a book series; Universal Pictures on a live-action, musical feature film; Justice for a full line of back-to-school fashion and accessories for tweens; Party City for costumes; and High IntenCity, Accessory Innovations, Ashko Group and ACI International on fashion bags, hair accessories, jewelry, hosiery and more, available for Fall ’10. For more information, visit www.monsterhigh.com or www.mattel.com.