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).
I believe Smyths is acquiring some of the European Toys R Us stores
well maybe that'd mean a Smyths this side of bloody london then. Seriously, there's an absolute black hole here. Nearest Smyths is a TWO HOUR commute away! I mean wth?
Two hours? Yikes.
As much as I have nostalgia about Toys R Us, honestly Smyths has ran circles around them the past few years. Now that TRU is finished over here, Smyths will definitely capitalize on the gap left over. It wouldn't surprise me if they got some of the old TRU units and downsized them.
They've bought out the TRU branches in Germany, Austria and Switzerland and will be rebranding them. Smart move.
I will, for one, be DELIGHTED if we end up with a smyths nearby. I've been to a smyths once, ever, the one out in greenwich village and omg... it was like stepping into try back in the late 80s/early 90s with those massively high shelves and just stuff everywhere. It was crazy nostelgic, I squealed and the staff stared at me lol.
It was exciting.
There used to be one like.. 45 minutes away? but it closed down several years ago. Still, maybe the croyden unit? it's in a retail park so it's a fairly good place but it is HUGE, not sure they really want giant units like that, smyths seem more the "small footprint and pack it high" approach.
Retailers overall are wanting smaller units now. My local Smyths used to be 1/4 of an old Woolworths.
I have fond memories of seeing the first Jurassic Park toys there back in summer 1993 as well as them always having great discounts on collector Barbie dolls. Those were the days!
oh yeeesh, Id rather it be Kaybee that opens them for Christmas.
A Smyths closer would be great, would be awesome if they replaced where my TRU used to be, it's not exactly tall but they could work something out.
I agree, although I don't want to. :(
I swear that I come late to so many doll lines, only to be so sad when they suddenly....die. :( Monster High was there to cheer me up when I was dealing with a depressing phase of my life, and, by becoming interested in it, I defied my own previous, forced dislike of it, and I defied an entire family who refused to understand the concept behind Monster High (I have been questioned about the fact that Rochelle even has horns....or whatever those are....on top of her head! This person was, like, "What are those?" Sheesh! My family finds the faces of the dolls to be scary, and the....extras, like horns, fangs, and big ears, to be weird and somehow wrong, while I appreciate just about everything that's unique about the monsters, from fangs to horns to animal feet. ) I also found an appreciation for a new, fairly well-made doll line. There's always room in one's life for the appreciation of something like that.
Ah, well...."They can't keep us down, 'cause we're Monster High-bred." Monster High FOREVER!
<Disappears into a shadow>
The Whispering Wolf
Omg I have the same luck. Literally everything I come into new dies within a few months T.T
I want to add that I hope that everyone here has gotten the MH dolls that they wanted....when they've had the money and the inclination to do so.
I was out at Kmart for my Birthday (?) during 2016, and I chose an Ever After High doll, because the person who was buying a gift for me expressed distaste at my taking a liking to Ghouls Getaway Jinafire, calling the doll "ugly". I caved to the pressure to get the "prettier" EAH doll, and, as it turns out, I ended up hating the majority of the EAH face molds, while I was in love with the MH face molds from the very start. I can't get that moment back, so that I can choose Jinafire, despite someone else's opinion about her. Never again. From now on, I only get what I really like, unless, of course, I choose to be capricious, of my own free will. :(
<Disappears into a shadow>
The Whispering Wolf / Wolfie