Home / Knowledge / News / Apparel/Garments / Mattel to roll out Monster High, new intellectual property
Mattel to roll out Monster High, new intellectual property
Jun '10
For the first time in company history, Mattel will roll out a new intellectual property, Monster High, across a number of diverse consumer products categories simultaneously at launch. This new franchise targeting tween and teen girls brings together the hip teenage descendants of the world's most famous monsters to brave the trials and tribulations of high school. The property delivers rich content and relatable storytelling via publishing, web, animation and live-action theatrical entertainment and launches consumer products in notable categories including apparel and accessories. Mattel has partnered with best-in-class category experts including Little, Brown Books for Young Readers, best-selling author Lisi Harrison, Universal Pictures, Justice and Party City to bring this property to life.

“We know tween and teen girls need to immerse themselves in stories and worlds as they engage in new properties and trends,” said Tim Kilpin, General Manager of Mattel Brands. “With Monster High, we are confident that through the development of relatable characters and clever storytelling, this property will resonate with girls of all ages.”

Grounded in a fun and humorous storyline, the frighteningly fashionable students at Monster High capture all the awkward moments that teens experience in their high school years, the powerful bonds of friendship and the challenges of fitting in – all delivered through a “monster” chic aesthetic and tone.

Monster High reaches girls via a line up of all–star products and partnerships enabling teens and tweens to discover the brand in their own way and engage with the Monster High characters and storyline through multiple points of entry.

“Understanding the need for multiple touch points to successfully engage today's complex tween, Monster High's rich characters and storyline made the brand the ideal property with which to launch our new franchise model – a sustainable business strategy that we believe is the future of brand management,” said Kilpin.

Apparel and Accessories:

• Apparel with Justice: Just in time for the back-to-school shopping season, Mattel has partnered with Justice to launch a full line of Monster High products for tweens. The edgy, fashion-forward offerings include apparel, lifestyle accessories, back-to-school items and jewelry. Justice will also feature Monster High and its webisodes on the Tween Network in-store media screens, brand ads, the Justice catazine and on the company's website. (Available in stores July 2010)
• Costumes with Party City: An exciting partnership and extremely organic extension for Monster High, Mattel has partnered with Party City to launch tween and teen character costumes for Frankie Stein, Clawdeen Wolf and Draculaura complete with wigs. (Available September 2010 exclusively at Party City)
• Licensed Consumer Products Partners: High IntenCity, Accessory Innovations, Ashko Group and ACI International have each designed a line of freaky chic products from fashion bags, hair accessories and jewelry to socks and slippers that mix edgy fashion with softer lace and charm accents to give tween girls killer style. (Available in Fall 2010)

Mattel Inc

Must ReadView All

Textiles | On 27th Oct 2016

Teijin Frontier develops Solotex RC lightweight fibre

Teijin Frontier Co. Ltd, fibre products converting company and part...

Tosha Hays addressing the conference. Courtesy: College of Family and Consumer Sciences, UGA

Textiles | On 27th Oct 2016

Industry experts discuss future of fabrics at UGA

Industry experts, researchers and military officials discussed the...

Courtesy: Global Denim Awards

Fashion | On 27th Oct 2016

Anbasja Blanken & Italian mill ITV Denim win GDA

Dutch designer Anbasja Blanken and Italian mill ITV Denim was the...

Interviews View All

Sunil Rathore
Lacoste India

‘New vendor is welcome if he offers cost, quality and timely delivery’

Rajiv Sirohi

‘Portugal is taking away a major share of the mill made sector.’

Veronique Lee

‘Sustainable fashion is trending upwards, slowly but surely, as people...

Suresh Patel
Sidwin Fabric

Sidwin Fabric is a manufacturer and exporter of polypropylene textiles and ...

Mohammad Hassan
Biax Fiberfilm

About one in every 20 patients picks up an infection while hospitalised....

Kevin Nelson

Kevin Nelson, Chief Scientific Officer, TissueGen discusses the growing...

Karan Arora
Karan Arora

Bridal couture created with rich Indian heritage, exquisite craftsmanship...

Robert Brunner

Golfwear and menswear brand Devereux is set for greener pastures. Robert...

Tony Ward
Tony Ward

"You have to truly understand what your client wants, know her needs, what ...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


Letter To Editor

(Max. 8000 char.)

Search Companies

October 2016

October 2016

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.


Browse Our Archives


Advanced Search