Mattel and Universal Pictures have aligned to market and distribute the first ever feature-length CG-animated Monster High DVD Monster High: Ghouls Rule!, and Mattel will also launch an accompanying new line of fashion dolls that will launch simultaneously this fall.
Monster High: Ghouls Rule! features all of the Monster High students as they come together to take back Halloween and restore it as a day when monsters celebrate their individuality. The doll line will feature characters Clawdeen Wolf, Frankie Stein, Draculaura and Cleo De Nile dolls and accessories.
Targeting tween girls Monster High features the humorous high school adventures of characters including Frankie Stein, Clawdeen Wolf and Draculaura, has been a hit online with its webisode content currently topping 140 million views on monsterhigh.com and YouTube combined.
The deal continues Mattel’s marketing push for the brand which is also a success in stores, and was one of Mattel’s brands credited with helping the toyco post strong 2011 earnings. According to consumer and retail market researcher The NPD Group, Monster High fashion dolls are now the second largest fashion doll property in the US.