CAMPAIGN OF THE MONTH: Monster High, Mattel

Mattel's edgy intellectual property Monster High sees the offspring of the world's legendary monsters come together under one roof - to attend high school. Already off to a strong start, key plans are in place to grow the brand even further in 2012...
Publish date:

With more than six million webisode views and constant online buzz from fans driving interest and excitement, the property’s popularity has translated into success offline, where the Monster High Core Doll Assortment is currently the number two fashion doll YTD in the UK*.

Now a leading global girls franchise, Monster High has successfully expanded outside of the toy aisle with an extensive licensing programme including clothing, stationery, make-up, accessories and jewellery.

Marketing and PR support
This year Mattel will continue to drive awareness of Monster High in the UK with a 360-degree marketing programme focusing both on and offline. Throughout the year a wealth of content will be launched, including 45-minute webisodes, apps and online games. In 2012 fans will also have opportunities for experiential engagement, a first for Monster High in the UK, to deepen girls’ connections with the brand and ultimately drive depth of purchase.

This month sees the launch of Monster High Create A Monster toys and play-sets, a range which taps into the creativity play pattern in a new way. For the first time, Monster High fans will be able to use their imaginations to create totally new characters with the Monster High Create A Monster range, which includes a variety of Monster bodies plus various skins and accessories. All products in the range are compatible so girls can mix and match over and over again.

*NPD Data September 2011 YTD Fashion Doll Standard Category 


5_iTeddy pic 2.jpg


The award winning iTeddy hit the market in 2007, after its creator Imran Hakim was given £140,000 of investment from Dragon's Den's Peter Jones and Theo Paphitis. iTeddy is now distributed in 45 countries by Vivid, which is backing it with a hefty campaign...


Campaign of the month: Mattel/Fisher-Price

Fisher-Price's launch Waybuloo collection has got off to a flying start. Already the second biggest licence in plush (NPD, week 43), it has quickly become one of CBeebies best performers. There's plenty of activity still to come from Mattel in the final push towards Christmas...


CAMPAIGN OF THE MONTH: Hasbro, Trivial Pursuit

Hasbro continues to update and reinvent its classic game brands and has hooked up with superbrand Guinness to formulate a six-week pub promotion around Trivial Pursuit?s latest incarnation, Trivial Pursuit: Bet You Know It.

Featured Jobs


Marketing Director UK

Gameplan I Southeast of England I Salary: Competitive I Date Published Monday 7th January 2019

Rainbow logo landscape_home of classic Final

Product Manager

Rainbow Designs Ltd I Olympia, London I Salary: Competitive I Date Published Wednesday 16th January 2019