China Toy Fair


Mattel Introduces Monster High Property, Signs Licensees for Franchise

Mattel has added a new property to its portfolio of brands, Monster High.  The property follows hip teenagers, who are also the descendants of the world’s most famous monsters, as they brave the ups and downs of high school.

The characters include Frankie Stein, the daughter of Frankenstein; Draculaura, the daughter of Count Dracula; Clawdeen Wolf, the daughter of The Werewolf; Lagoona Blue, the daughter of The Sea Monster; Cleo de Nile, the daughter of The Mummy; and Deuce Gorgon, the son of Medusa.

Websiodes have already premiered at www.monsterhigh.com, the property’s website. Mattel has signed an array of licensees to support the brand, including those in the categories of party/costumes, apparel, accessories, footwear, publishing, and toys.

Mattel will release toys and accessories based on the brand beginning in July. The collection will include dolls, plush, a fortune skull, a handheld device, a tattoo maker, keychain assortment, and more.

Amscan will introduce an exclusive line of Monster High costumes at Party City, for tweens. The costumes, complete with a wig, will be available Halloween 2010.

High IntenCity will team up with Mattel for the first time for jewelry and hair accessories inspired by Monster High. Items will mix the property’s signature Skullette will softer lace, bow, and charm accents, and will be available this fall. Accessory Innovations will offer a collection of tween fashion handbags, also available this fall.

This September, Little, Brown Books for Young Readers will release Monster High by Lisi Harrison, as a part of a multi-year and multi-book deal for the property. Following installments will be released twice a year with the second book of the series slated for spring 2011.