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, and toys. 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
?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 allstar 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.
Monster High's robust offerings and impressive first-year partner roster
Monster High Book Series by Little, Brown Books for
Publishing: Fitting in is out and
freaky is about to get fabulous! Little,
Brown Books for Young Readers and Mattel have entered into a
multi-year, multi-book global partnership to publish a series of books
written by #1 New York Times best-selling young adult author
Lisi Harrison (The Clique, Alphas). Monster High,
the first book in the series, goes on sale September 1, 2010.
Online and Entertainment:
Live-Action Feature Film with Universal Pictures: Bringing the
Monster High characters to the big screen, Universal Pictures has
acquired the film rights to create a live-action theatrical musical.
Award-winning producers Craig Zadan and Neil Meron (Hairspray, Chicago)
will team with writing pair Alfred Gough and Miles Millar
(?Smallville,? The Mummy: Tomb of the Dragon Emperor) on the
Monster High Website: The Monster HighTM
website offers an interactive platform to further explore the world of
Frankie Stein? and all of her freakishly fashionable friends. The site
features scary cool games and activities rolling out throughout 2010,
as well as introduces the characters of Monster High through original
animated webisodes and witty bios highlighting their personality
traits, ?freaky flaws? and monster heritage.
Animated Webisodes: Mattel has developed a series of short
animated webisodes which highlight the trials and tribulations of a
group of monster chic teens that come face-to-face with the awkward,
yet relatable, moments of high school. New webisodes rollout on
monsterhigh.com each Friday through the end of July 2010.
Animated Special Featuring Music by ?American Idol? Allison Iraheta:
Mattel will develop a 30-minute animated special with music from
Allison Iraheta, season eight ?American Idol? star, whose pop-goth
style is a natural fit for the brand. Iraheta's songs ?Scars? and
?Friday I'll Be Over You? touch on the challenges of ?fitting in,? a
recurring theme within the Monster High property. The special is set
to air this fall on a variety of mediums including online, broadcast
and mobile. (Fall 2010)
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
Mattel Toy Line: Mattel introduces a multi-category toy line,
anchored in a collection of drop dead gorgeous fashion dolls,
which also includes Monster High-themed plush, electronics, role play
and novelty items. (Available at mass retailers July 2010)
Please visit www.monsterhigh.com
for more information.
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 2010, Mattel was named as
one of FORTUNE Magazine's "100 Best Companies to Work For" for the third
year in a row, and was ranked among Corporate Responsibility Magazine's
"100 Best Corporate Citizens." Mattel also is recognized among the
"World's Most Ethical Companies." With worldwide headquarters in El
Segundo, Calif., Mattel employs approximately 27,000 people in 43
countries and territories and sells products in more than 150 nations.
At Mattel, we are "Creating the Future of Play."
MATTEL, MONSTER HIGH and associated trademarks and trade dress are owned
by Mattel, Inc. © 2010 Mattel, Inc. All Rights Reserved.
Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=6315789&lang=en.
Margaux Vega, 310-252-3520