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Launch of Monster High at LICENSING International Expo

Jun '10
At the 2010 Licensing International Show, Mattel, Inc. unveils its multi-category line-up of best-in-class partners with new apparel and footwear alliances, as well as global personal care collections, products that inspire an active lifestyle and original branded play experiences for boys and girls of all ages.

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. This new franchise targeting teen and tween girls brings together the hip teenage descendants of the world's most famous monsters to brave the trials and tribulations of high school. Monster High reaches girls via multiple touch points through strategic partnerships year-one with Little, Brown Books for Young Readers, best-selling author Lisi Harrison, Universal Pictures, Justice and Party City.

“Mattel is a leader in providing meaningful brand experiences that translate into innovative and successful cross-brand partnerships,” said Neil Friedman, President, Mattel Brands. “Our ability to secure best-in-class category experts to introduce teens and tween to the Monster High property is a testament to our brand management expertise and reinforces our long-standing legacy as one of the world's premier licensing partners.”

Across its larger portfolio of entertainment brands, Mattel also continues its strategic licensing agreements with licensors of many popular kids' properties, including Disney, Warner Bros., World Wrestling Entertainment and HIT Entertainment.

Apparel, Footwear and Accessories

• SKECHERS: It's easy to complete the perfect head-to-toe look in a pair of fashionable new Barbie by SKECHERS footwear. The collection infuses iconic Barbie imagery with high-quality SKECHERS designs that girls love. From an assortment of nine different styles, girls can find their favorite trendy fleece boots, athletic sneakers, Mary Janes, wedges and more! (available Fall/Winter 2010)
• Harveys Original Seatbeltbags: Barbie introduces a new partnership with Harveys Original Seatbeltbags. This line of seatbeltbags combines Harveys signature seatbelt design with iconic Barbie style. Available at department stores and specialty boutiques nationwide as well as Harveys retail stores and seatbeltbags.com. (available 2011)
• Fast Forward: Boys will race back to school with a new line of Hot Wheels bags and backpacks. Featuring motion-patented technology with light-up features, boys will look forward to the first day of school. (available Fall 2010)
• C-Life: Hot Wheels and C-Life keep men in style with a new line of vintage t-shirts. The line features the iconic images, colors and designs which Hot Wheels is known. (available now)
• Dr. Scholl's: Barbie and Original Dr. Scholl's - join forces to offer a limited edition collection of 5 original exercise sandals featuring iconic Barbie images. (available now)
• Justice:Mattel joins forces with Justice, the largest premier tween specialty retailer in the world, to launch a full line of back-to-school apparel for tweens. Justice has developed an edgy cool line of clothing featuring Monster High's signature Skullette on tops, bottoms, sleepwear, cosmetics and accessories. In addition, Justice will support an integrated marketing campaign featuring Monster High webisodes on the Tween Network in-store media screens, brand ads, and products in the Justice catazine and on the company's website. (available July 2010)

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