Mattel’s Monster High(TM) and Universal Home Entertainment Form New Worldwide Marketing and Distribution DVD Partnership
February 8, 2012

Monster High™: Ghouls Rule! Available Fall 2012 on DVD and Digital Download

Monster High: Ghouls Rule! DVD Cover (Photo: Business Wire)

LOS ANGELES–(BUSINESS WIRE)— Mattel and Universal Pictures today announce a worldwide marketing and distribution alliance for the first ever feature-length DVDs from the hugely successful Monster High franchise. Monster High: Ghouls Rule! will be the first direct-to-DVD, CG-animated film to be released under this new partnership. Centered around the perfectly imperfect teenage children of the world’s most famous monsters, Monster High resonates with girls across the globe for its clever and humorous storytelling that captures the awkward, yet relatable, moments of being a teen in high school.

Now in more than 35 countries, the Monster High characters – each with their own unique personality, fun freaky flaws and cool monster heritage — have become the #2 largest Fashion Doll property[1] in the U.S. according to The NPD Group. The Monster High chapter book series is a New York Times best seller and the animated webisode content has topped more than 140 million video views.

“Monster High has become a global phenomenon, uniquely engaging fans around the world with its universal truth — everyone has times when they feel like a monster, struggling to be comfortable and confident in their own skin,” said Stephanie Cota, Senior Vice President, Worldwide Marketing, Barbie and Girls at Mattel. “Universal is truly an expert in home entertainment marketing and distribution and the ideal new global entertainment partner to assist Mattel in continuing to bring Monster High’s rich storytelling to new platforms and audiences.”

“Monster High is a growing global sensation with explosive popularity,” said Craig Kornblau, President, Universal Studios Home Entertainment. “There is no better time to extend our hugely successful alliance with Mattel to include this exceptional brand that will deliver new and engaging home entertainment content to its rapidly expanding fan base.” Added Eddie Cunningham, President, Universal Pictures International Entertainment: “We are excited to be working with Mattel and look forward to being part of the Monster High phenomenon around the world. We believe our home entertainment alliance with Mattel and its Monster High brand will build on the success we currently enjoy with Barbie.”

The first Monster High direct-to-DVD movie, Monster High: Ghouls Rule!, features all of the beloved student bodies of Monster High™, and chronicles their quest to take back Halloween. When Frankie Stein™ and her friends discover that ghouls used to rule Halloween, the crew sets out to take back this holiday, originally created for them, and restore it as a day when monsters celebrate their individuality.

Mattel will also introduce a new line of fashion dolls, to complement the DVD release, which will be available starting this fall. Rooted in the dynamic storytelling moments of Monster High: Ghouls Rule!, Monster High® unveils freaky fab Clawdeen Wolf®, Frankie Stein®, Draculara® and Cleo De Nile® fashion dolls, each featuring killer hairstyles, sparkles and accessories that pay homage to, and celebrate, their famous monster heritages.

About Mattel:

Mattel, Inc. (NASDAQ:MAT) ( 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®, the most popular fashion doll ever introduced, Hot Wheels®, Matchbox®, American Girl®, Radica® and Tyco R/C®, as well as Fisher-Price® brands, including Thomas & Friends®, Little People®, Power Wheels® and a wide array of entertainment-inspired toy lines. In 2012, Mattel was named as one of FORTUNE Magazine’s “100 Best Companies to Work For” for the fifth year in a row. Mattel also is ranked among Corporate Responsibility Magazine’s “100 Best Corporate Citizens” and the “World’s Most Ethical Companies.” With worldwide headquarters in El Segundo, Calif., Mattel employs approximately 28,000 people in 43 countries and territories and sells products in more than 150 nations. At Mattel, we are “Creating the Future of Play.” Follow Mattel on Facebook:

About Universal

Universal Studios is a part of NBCUniversal, one of the world’s leading media and entertainment companies in the development, production and marketing of entertainment, news and information to a global audience. NBCUniversal owns and operates a valuable portfolio of news and entertainment television networks, a premier motion picture company, significant television production operations, a leading television stations group and world-renowned theme parks. Comcast Corporation owns a controlling 51% interest in NBCUniversal, with GE holding a 49% stake.

[1] Source: The NPD Group / Consumer Tracking Service Annual 2011

Daniel Pickett
Daniel “Julius Marx” Pickett has been around toys his whole life. The first line he ever collected was Mego’s World’s Greatest Super Heroes line back in the 70s. He has been surrounded by collectables ever since. In 1999 he was confounded by a lack of information and news about some of his favorite toy lines he was collecting. Since he couldn’t find the information he decided to pursue it himself thinking other people might also be interested in the same news. He started writing a weekly column on the toy industry and action figure for a toy news site and in a years time he tripled the sites daily traffic with his updates, reviews and product features. He built relationships with every major toy manufacturer and many sculptors, painters and mold makers. He grew his hobby into a world wide expertise that the industry has embraced. In 2004 he teamed up with his toy buddy Jason “ToyOtter” Geyer and they created their own website Daniel has been quoted in both industry and mass media press outlets. Over the years Daniel and AFi have been sought out as experts in the field. Daniel was regularly featured on “Attack of the Show” on the G4 network as the primary contributor to their “Mint On Card” segment, and our front page has been linked to from USA Today’s “Pop Candy” Blog twice. Daniel’s content has also been featured on,, The Wall Street Journal, The Saturday Evening Post,,,, Boing-Boing,, Ain’t It Cool News, the Official Star Wars blog, Geekologie, G4, CNet and Toy Fare magazine, among many others. He has consulted on toy lines, books, documentaries and TV shows. But all of that really just sounds snooty and “tootin’ his own horn” – the long and short of it is that Daniel loves toys and he LOVES talking about them.
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