Mattel's Monster High Ghouls Rule starred at the video industry's BVA Awards, walking away with the accolade for Children's Marketing Initiative of the Year for the Universal Pictures home entertainment campaign.
The campaign centred on innovative digital content creation. These included an online Monster Mash dance off in association with Mizz magazine and Pineapple Dance Studios - reaching over 250,000 consumers - and Monster make up tutorials partnering with Mac.
Judges praised the campaign for its strong focus on core consumers and for executing a strategy that connected and engaged with fans, while staying true to the essence of the Mattel brand.
"We're absolutely delighted Monster High has won," said Wendy Hill, director customer marketing and brand communications, Mattel. "It really shows the strength in our partnerships and of the Monster High franchise."
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