Mattel unveils new monster-themed franchise

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.

Toys:

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. They will be available at mass retailers in July.