Monster High?, Mattel's popular tween and teen-targeted
franchise, which encourages girls to celebrate their imperfections and
embrace those of others, today announced that it is partnering with the
Kind Campaign, a movement, documentary and school program dedicated to
spreading the message of kindness. Based on a simple and empowering
solution to bullying, the intent of the Kind Campaign is not to point
fingers, but instead, to put ourselves in each other's shoes, and make
the personal choice to be kind.
The Monster High? brand reaches teen and tween girls through content,
toy, consumer product, publishing and entertainment and leverages
storytelling to highlight the awkward, yet relatable moments of being a
teen in high school -- from the challenges of fitting in to the powerful
bonds of friendship -- all delivered through a monster lens.
"The Monster High brand uses the monster metaphor to show girls that it
is ok to be different and that our unique differences should be
celebrated," said Lori Pantel, VP Marketing, Global Mattel Girls Brands.
"We see our partnership with Kind Campaign as a natural fit because
their message of kindness and acceptance goes hand-in-hand with the
Monster High brand's message to embrace our own and each
Kind Campaign founders Lauren Parsekian (age 24) and Molly Thompson (age
23) have visited more than 300 schools and organizations with their Kind
assembly program and their inspiring documentary "Finding Kind." The
film is currently touring the festival circuit, where it has received
numerous awards including the Student Choice Award at Sprockets Toronto
International Film Festival and Best Documentary at the Palm Beach
Women's International Film Festival.
"We are excited to partner with Monster High and have the opportunity to
leverage the brand's scale to reach and relate to our target audience of
teen and tween girls. In teaming up with Monster High, we will be a step
closer to our goal of reaching every girl across the country with
the message of creating change through being kind," said Lauren
Parsekian, co-founder of Kind Campaign.
This fall, Monster High? and Kind Campaign will team up to
launch special programs and content for teen and tween girls spreading
the message that it is cool to be kind. One of these planned
programs will leverage the popularity of the Monster High?
animated webisode series to launch content that incorporates the Kind
message. Making a special appearance in the halls of Monster High?,
Kind Campaign founders Lauren Parsekian and Molly Thompson will be
transformed into monsterfied characters and teach the students at
Monster High? the importance of being kind - because that, at
the end of the day is how we are going to create change. Additional
activities will be announced this fall.
For more information on Monster High?, please visit www.facebook.com/monsterhigh
and to learn more about Kind Campaign, visit www.kindcampaign.com
Mattel, Inc. (NASDAQ:MAT) (www.mattel.com)
is the worldwide leader in the design, manufacture and marketing of toys
and family products. The Mattel family is comprised of such best-selling
brands as Barbie®, the most popular fashion doll ever introduced, Hot
Wheels®, Matchbox®, American Girl®, Radica® and Tyco® R/C, as well as
Fisher-Price® brands, including Little People®, Power Wheels® and a wide
array of entertainment-inspired toy lines. In 2011, Mattel was named as
one of FORTUNE Magazine's "100 Best Companies to Work For" for the
fourth year in a row, and also is ranked among Corporate Responsibility
Magazine's "100 Best Corporate Citizens." With worldwide headquarters in
El Segundo, Calif., Mattel employs approximately 30,000 people in 43
countries and territories and sells products in more than 150 nations.
At Mattel, we are "Creating the Future of Play."
About Kind Campaign
Kind Campaign is an internationally recognized movement, documentary and
school program, based upon the powerful belief in KINDness, that brings
awareness and healing to the negative and lasting effects of
girl-against-girl "crime". Founded by Lauren Parsekian and Molly
Thompson in 2009, Kind Campaign aims to STOP the competition, STOP the
cattiness, STOP the hate, and to BE KIND. Over the last year and a half
the organization has spread its message through impactful assemblies and
screenings of their documentary feature, "Finding Kind" presented by
IndieFlix, at more than 300 schools and organizations across the country.
MATTEL, MONSTER HIGH and associated trademarks and trade dress are owned
by Mattel, Inc. © 2011 Mattel, Inc. All Rights Reserved.
Kind Campaign and associated trademarks and trade dress are owned by
Kind Campaign, NPO ©. 2010 Kind Campaign, NPO. All Rights Reserved.
Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=6728339&lang=en
Margaux Vega, 310-252-3520