New Create a Monster range launching; fresh licensing partnerships planned for 2012.
Having established Monster High as a leading global girls franchise, Mattel is now looking to further build on the property, with a range of activity and new product launches planned for this year.
The franchise has had over six million video views online and is ranked number four in the fashion doll category (source: NPD, November 2011 YTD). Launching in the spring, the Create a Monster line will allow girls to pick and mix from a variety of limbs, bodies, heads and accessories. The range will also be brought to life in the digital space at www.yourmonsterhigh.co.uk, where girls can create their own unique monsters for the chance to win Monster High prizes.
The brand has also been a hit across multiple licensing categories – from apparel through to sporting goods – and 2012 will see the launch of a wealth of new licensing partnerships, expanding the brand’s presence throughout the retail sector.
“Monster High continues to drive growth and lead innovation in the fashion doll category,” said Laurie Drake, senior brand manager at Mattel. “The product line-up for 2012 will again reinvigorate the category, while an extensive marketing programme will communicate the brand’s unique offering to girls, driving depth of purchase and increasing brand engagement.”
Monster High product will tie in with web content and, with three Friday 13ths in 2012, Mattel is also promising some spooky surprises.