Monster High: Anatomy of a blockbuster

Global brand marketing director PJ Lewis on the science behind Mattel's popular dolls.
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Five years ago, you’d be forgiven for thinking a doll other than Barbie would help take Mattel to new Monster heights. 

But Monster High did just that when it launched in June 2010. It was the company’s first new intellectual property released across a number of diverse consumer product categories simultaneously at launch.

The brand’s USP, bringing teenage descendants of famous monsters to brave the corridors of high school, helped increase Mattel’s sales in 2010 – and make the dolls a sell-out. 

This success has continued over the past years, with sales of Mattel’s Other Girl Brands rising 57 per cent in 2012 and Monster High picking up several accolades.

Find out more about the Monster High brand and check out the new Jinafire Long doll here.

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