Be yourself, be unique, be a monster!

2023 is a year of excitement for Mattel with lots of things on the horizon, perhaps one of the most anticipated launches of this year is “Monster High” - with a live-action movie musical based on the iconic “Monster High” series streaming now on Paramount+, fans will be able to get their fill of the famous group of friends.

Kids can also enjoy the new animated series, Monster High: The Series, airing on Nickelodeon and streaming now on Paramount+. Nickelodeon and Mattel Television have also given the green light to a sequel to the movie which will air on Nickelodeon and stream on Paramount+ later in 2023. These projects join other Mattel Television content in production, including series and specials based on Barbie, “Masters of the Universe”, “Thomas & Friends”, “Polly Pocket”, “Pictionary” and

“Fireman Sam”, to name a few. Originally created in 2010, the Monster High brand, which spans dolls, content, and franchise products, has always advocated for the creation of a more accepting world where everyone feels proud to be their authentic self and let their inner monster shine. Monster High returned in 2022, reimagined with a new set of ‘fangtastic’ characters that embrace what makes them unique, rallying people everywhere to be themselves, be unique and be a monster. Monster High is a prime example of Mattel’s playbook in action, driven by its four pillars of brand purpose, design-led innovation, cultural relevance, and executional excellence. Since the beginning, the brand has advocated for a more accepting world, a message which strongly resonates with consumers having sold 150 million dolls in over 60 countries. Community, acceptance, and belonging are core tenants for this ghoul-orious group. It’s not about one monster, but each one of them – coming together, supporting one another other, and embracing their unique differences. By reimagining the brand with new content and dolls, Monster High can better connect with, and make a greater impact on, issues that are core to the brand purpose: inclusion, diversity, and community.

January 2023 saw a new line of Monster High dolls and play sets hit the shelves. The range includes key characters Draculaura, Clawdeen Wolf, Frankie Stein, Cleo DeNile and Lagoona Blue. The Monster High dolls use ‘freaktacular’ style to express what makes each of them unique. The new dolls reflect contemporary trends with more vibrant colours. The brand is also allowing for even more storytelling opportunities by representing a wide array of body shapes and styles. In addition to the new dolls there will be two play sets in the range to inspire storytelling.

FIREMAN SAM