Mattel’s Monster High has been a hit with tween girls in stores and online, and owner Mattel is about to embark on a large-scale, year-long marketing push for the brand revolving around Friday the 13th, including three one-hour specials set to air on Nick US.
Mattel plans to celebrate every Friday the 13th (the day Monster High officially launched on YouTube) this year by unveiling special content and activities for fans on its Freaky Fab 13 microsite timed to the 13th of every month.
Among the content will be three new hour-long CGI-animated specials airing on Nickelodeon with the first, a Valentine’s Day special entitled Why Do Ghouls Fall In Love, airing close to February 13. A YouTube teaser trailer went live today to kick off the promotion cycle. The other two specials will air closer to April 13 and July 13. The specials also mark the move from Flash animation to CGI, completed with the help of Vancouver, Canada’s Nerd Corps Entertainment.
Monster High features the humorous high school adventures of characters including Frankie Stein, Clawdeen Wolf and Draculaura, and there’s nothing scary about the brand’s recent growth.
The property already has a line of successful fashion dolls, its Flash-based webisodes have currently amassed more than 140 million views on monsterhigh.com and YouTube combined, and a deal was signed last July with game developer THQ that brought Monster High Ghoul Spirit to Wii and Nintendo DS/DSi.