Monster High(TM) Launches with Rich Content and Strategic Partnerships Reaching Tween and Teen Girls in Key Consumer Products Categories
EL SEGUNDO, Calif., Jun 04, 2010 (BUSINESS WIRE) — For the first time in company history, Mattel will roll out a new intellectual property, Monster High(TM), across a number of diverse consumer products categories simultaneously at launch. This new franchise targeting tween and teen girls brings together the hip teenage descendants of the world’s most famous monsters to brave the trials and tribulations of high school. 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. Mattel has partnered with best-in-class category experts including Little, Brown Books for Young Readers, best-selling author Lisi Harrison, Universal Pictures, Justice(R) and Party City to bring this property to life.
"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."
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.
Monster High reaches girls via a line up of all-star products and partnerships enabling teens and tweens to discover the brand in their own way and engage with the Monster High characters and storyline through multiple points of entry.
"Understanding the need for multiple touch points to successfully engage today’s complex tween, Monster High’s rich characters and storyline made the brand the ideal property with which to launch our new franchise model – a sustainable business strategy that we believe is the future of brand management," said Kilpin.
Monster High’s robust offerings and impressive first-year partner roster include:
Monster High Book Series by Little, Brown Books for Young Readers:
Online and Entertainment:
Apparel and Accessories:
Please visit www.monsterhigh.com for more information.
Mattel, Inc., (NASDAQ:MAT)(www.mattel.com) is the worldwide leader in the design, manufacture and marketing of toys and family products. The Mattel family is comprised of such best-selling brands as Barbie(R), the most popular fashion doll ever introduced, Hot Wheels(R), Matchbox(R), American Girl(R), Radica(R) and Tyco R/C(R), as well as Fisher-Price(R) brands, including Little People(R), Power Wheels(R) and a wide array of entertainment-inspired toy lines. In 2010, Mattel was named as one of FORTUNE Magazine’s "100 Best Companies to Work For" for the third year in a row, and was ranked among Corporate Responsibility Magazine’s "100 Best Corporate Citizens." Mattel also is recognized among the "World’s Most Ethical Companies." With worldwide headquarters in El Segundo, Calif., Mattel employs approximately 27,000 people in 43 countries and territories and sells products in more than 150 nations. At Mattel, we are "Creating the Future of Play."
MATTEL, MONSTER HIGH and associated trademarks and trade dress are owned by Mattel, Inc. © 2010 Mattel, Inc. All Rights Reserved.
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