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).
You wouldn't even THINK of anything relating to vampires where Draculara is concerned, except if you look closely to see the fangs! As for the moulded on shoes, that's fine for the type of action figures which have completely moulded outfits or really tiny dolls where you can't really have removable shoes at that scale - but not these sort of dolls. As if they don't look cheap enough anyway!
look i still support the reboot but....
MOLDED ON SHOES?!
I don't know if their heads are bigger or if its' just the spacing between the eyes. They honestly look like they got clubbed over the head. It's the only excuse for their eyes being so far apart and the blank, dead looking expressions.
What's the idea?! She dosen't have her "Day of the Dead" make-up!!!!!
I don't like her lack of skeleton nose. It's a simple enough fix but with such an elaborate outfit is seems a huge letdown not to have given her some really bright and fun day of the dead calavara makeup. I mean, they could have done SO many colours and had so much fun with making her bright and vibrant.. instead they went with.. grey?
^definitely not the old designers. The new designers seem like transplants from the Barbie dept. Very samey generic looking clothes...
pretty sure it's still old and new designers doubt mattel would fire their entire team
She looks pretty cute