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...
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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 


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