In time for National Bullying Prevention Month, Mattel launched a new Monster High-inspired global program designed to increase a sense of belonging for children. Monster High Project Belonging aims to help children feel proud of who they are and feel connected to others while maintaining individuality. The project directly aligns with the brand’s values and drive to promote authenticity.
To kick off the project, Monster High is partnering with the On Our Sleeves Movement for Children’s Mental Health. The national movement has a mission to provide expert-created mental health resources to U.S. communities, so everyone can further understand and promote mental health for children. Monster High funded secondary research on how loneliness, social connectedness, and belonging impacts a child’s mental health. The research was conducted by Dr. William Leever, a pediatric psychologist, with the support of Dr. Ariana Hoet, a pediatric psychologist and Executive Clinical Director at On Our Sleeves.
“We are grateful for this exciting new partnership with Monster High’s Project Belonging. We know that belonging protects and is essential to children’s mental health,” says Hoet. “We’d like to thank Monster High and Mattel for funding the literature review that allowed us to inform the creation of important resources for families and teachers so they can understand and promote belonging and connectedness for the kids in their lives. The Monster High brand is on a mission to build a world where everyone belongs, and we are proud to be the clinical experts supporting this important goal for children everywhere.”
The brand is also teaming up with Target during World Mental Health Month to further emphasize the values of Monster High Project Belonging. During October, Mattel will donate $1 from each Skulltimate Secrets Cleo DeNile doll sold at participating Target stores and Target.com to DoSomething. The funds will help support DoSomething’s goal of inspiring young people to make positive changes, protect against loneliness, and connect children with mental health tools.
In addition to partnering with On Our Sleeves, Monster High Project Belonging strives to use information from the funded research to help empower and inform adults on how to be proactive in fostering social connections from an early age and improve a child’s sense of belonging.
“Monster High has always celebrated individuality and acceptance, and these core values powered the brand to become one of the most successful and beloved kids’ properties of all time,” says Nathan Baynard, Vice President of Global Brand Marketing, Barbie & Dolls, Mattel. “As we continue to envision the franchise today, and through our newest initiative, Monster High Project Belonging, we aim to create a world where everyone can openly express themselves and live authentically by providing resources for teachers and parents to broker important conversations with kids to create a sense of belonging for all.”
Monster High Project Belonging launched after the premiere of Monster High 2 on Nickelodeon on Oct. 5. The goals of the project coincide with the themes of acceptance, belonging, and friendship shown in the live-action movie.
Click here to learn more about Monster High Project Belonging.
