A bona fide pop culture phenomenon and a massive global franchise in over 60 countries Monster High is ranked as the third biggest fashion doll brand a $1 billion franchise annually and a top 5 global property for girls! Monster High empowers girls to express their individuality and form friendships that last beyond a lifetime.
Now entering its 6th year in the market, in 2016 the brand will embark on an exciting new chapter to maintain its relevance to the ever changing consumer. As an exciting disruptive everygreen brand Monster High will continue to represent via the monster metaphor what it means to be different, unique and empowering girls to be themselves as Mattel leads the way in creating, maintaining and driving strong girl empowerment brands.
The key elements that make the brand disruptive will remain but now infused with more play in the product whilst adding renewed focus on the core characters and stories as well as marketing what the brand stands for. The brand will have a fresh new look with new contemporary colours and graphics whilst still incorporating the iconic signatures that make the brand unique and relatable to the core audience of 6-10 year olds. The fresh new feel will also incorporate new photo real brand imagery creating the emotional connection with the core audience whilst maintaining the brands humour and relatability and sense of community. The brand will also launch an exciting new multiyear brand campaign and new consumer rallying cry “How Do You Boo” encouraging consumers to embrace what makes them unique and share how they Boo. Working with celebrities and brands spokespeople the campaign will communicate what it means to boo, to be yourself and start a movement encourage girls to do the same. This will also be brought to life through an empowering new Monster High Anthem launched through a music video that will be amplified through social media and PR. This will be supported with an extensive marketing campaign across multiply touch points and will be localised in key countries across the EuRoMEA region.
Entertainment will still be a key focus with the successful tentpoles as Monster High is ranked #2 children’s direct to video franchise. In Spring, join favourite ghoulfriends of Monster High in an all-new aquatic adventure, Great Scarrier Reef (70 minutes). In Fall fans will be treated to the untold origins story of Monster High and the Monsters that live among us (70 minutes).
Frankie's arms look too short and her hands look tiny like little child like hands, I don't get it at all, I can't re-body everything though, I do however like the idea of the hairstyles the different hair extensions look fun and cool so I will debate about getting her but probably will end up getting her, however it seems like all big gimmick dolls will be static or moulded tops or both.
Draculaura to bat however has articulated arms and it look like the top can be removed though I'm not so sure since it has the thing to transform her so it might be permanently attached to her, she dose look cute though.
I am not 100% sure about getting the gimmick ones unless I really like them I'm happy to collect a few gimmick dolls as they are fun and before the reboot the only gimmick dolls I think were the Ghouls Alive and they weren't too bad at all the gimmicks were cool, MH has survived with less gimmick dolls before but I guess since the reboot is targeting younger audiences more gimmicks will be, look how many Barbie and Disney princesses gimmick dolls they have made.
They look terrible, the goth glamour is totally gone
What happened to "be yourself, be unique, be a monster"? That tag line has helped me since 2010 and now they are completely dropping it. I'm so confused, why are they ruining everything even Ever After High has dropped recently, why? I thought by them introducing EAH that both girls and parents had an alternative for the dark creepy and fabulous gore of MH . Did Dragon Games really flop EAH so much they needed to change their best selling doll line just to make up for the chump change they lost? I hope that this will flop and the old MH will be resurrected stronger because of this huge failure. But knowing Mattel they will never learn from there mistakes.
These dolls have no articulation whatsoever
So they are what's known as Frozen Charlottes!
Oh, what the hell is THAT?
They are dolls which are made of rigid material - generally porcelain - and have no joints so they are totally without movement as if they are frozen solid! Mostly Victorian I think.
Oh, I understood that part. Its more of the dolls themselves looking so cheap and being so gimmicky... old Monster High IS dead, because at their worst we never saw things like these.
Yes, being rigid and advertised as figurines is fine in it's-self - I have and love some character figurines and took pains to have some imported from Brazil to the UK.......! (Not Monster High ones), but these do look like those cheapo versions of MH dolls you get which at least are not generally over-priced for what they are!
Before I read what these actually were, I honestly thought that they were Happy Meal toys or something.
I love figurines, but these look like official knockoffs xD
good god these may be the worst thing Mattel has pooped out yet. No articulation at all, moulded bodices and the big kicker? they're supposed to be CHEERLEADERS, you know.. people who are supposed to be able to freaking MOVE AND POSE.
Jesus Mattel... what the hell?
Don't want to sound like a total cynic, but when something is "rebooted" it seems to generally mean it's trashed by lame attempts to fix what was never broken................