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Mattel targets collectors with resurrected Monster High toy line

"We’ve been waiting for the right moment to reignite the Monster High brand to connect with (and make a greater impact on) issues like inclusion, diversity and community," Lisa McKnight, Mattel's EVP and global head of Barbie and dolls, tells Kidscreen.
May 13, 2022

Mattel is bringing its Monster High fashion doll line, which has been resting in peace since 2018, back to life at retail today.

Reproductions of the four original dolls from 2010—Draculaura, Clawdeen, Frankie Stein and Lagoona Blue—will be available exclusively at Walmart for US$24.99, along with accessories and nail polish sets.

Monster High is one of Mattel’s most successful IPs of all time, and was once valued at US$1 billion, according to the toyco. However, sales declined from 2016 to 2018, and the range was eventually shelved.

Mattel was inspired to consider this “reanimation” after its recent success with Masters of the Universe, which returned in 2021 with two Netflix animated series and a refreshed toy line. Mattel TV and Nickelodeon announced last February that they’re working on a Monster High live-action feature film and animated series for this year.

While the original toy brand targeted girls ages seven to 14, Mattel is aiming this relaunch at fans and young adult collectors who grew up with the dolls.

When the toys were on hiatus, Mattel continued to experiment and release exclusive Monster High collector products through its online shopping platform, Mattel Creations. And its insights team saw a strong demand for the brand’s return brewing there, with some online-exclusive dolls selling out in minutes.

“We’ve been waiting for the right moment to reignite the Monster High brand to connect with (and make a greater impact on) issues that are core to our purpose, like inclusion, diversity and community,” says Lisa McKnight, Mattel’s EVP and global head of Barbie and dolls. “Our original tagline—Be Yourself, Be Unique, Be a Monster—continues to ring true with the updated franchise focused on being authentic, true to yourself and celebrating differences.”

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