Between emails from Doll Diaries reader Alyssa and hearing the endless commercials for Monster High at Justice today, I figured I needed to figure out what the buzz was all about. Dubbed the Addam’s Family meets the cast of Grease, Mattel’s new Monster High line is aimed at tweens and is now available (you can purchase Monster High Dolls at Amazon already or through the Mattel site).
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From a press release Mary Ellen Lloyd of Dow Jones Newswire:
Mattel Inc. (MAT) is launching what some analysts say could be its most comprehensive homegrown toy franchise ever as it unveils “Monster High,” which will include dolls, apparel, books, an interactive Web site, and a movie.
The world’s largest toy company by sales is already shipping dolls to toy retailers for what Mattel has described to analysts as “Grease meets the Addams Family.”
Justice, a Dress Barn Inc. (DBRN) specialty retailer, will also have “Monster High”-themed clothing in time for back-to-school shopping, while Amscan Inc.’s Party City chain will carry a line of Halloween costumes, and Universal Studios plans a movie musical by 2012, Mattel spokeswoman Michelle Chidoni confirmed Friday.
A Web site already operating for the brand shows that “Monster High” is based on teenage children of monsters such as Dracula, Medusa and Frankenstein, blending freaky and chic in a school setting.
“I’d say it’s like a cross between Bratz (dolls) and goth,” said Caris & Co. analyst Linda Bolton Weiser.
Sterne Agee analyst Margaret Whitfield told clients in a note Friday, “Monster High looks very strong and will be a means to attract girls from teens to tweens who are too old for the core Barbie line.”
In addition to Barbie, Mattel’s brands include American Girl, Hot Wheels and Fisher-Price.
Chidoni said teen novelist Lisi Harrison, author of “The Clique” series, is slated to write six books in a multi-year deal. The first book is already available for pre-order on Amazon.com.
And Mattel said it has bought the YouTube home page for Friday, Aug. 13, where it will air a music and dance video. Chidoni said the details of that video are to be determined.
Earlier, Weiser indicated the video could feature “American Idol” cast-off Siobhan Magnus, but Chidoni said the former “Idol” contestant who will be involved in a separate venture tied to “Monster High” is Allison Iraheta. Iraheta’s music will be featured in a separate, half-hour program that will be broadcast in multiple ways, such as on the Internet or possibly television, Chidoni said.
“I don’t ever remember them launching a property like this, where they’re attacking it in a multimedia way,” Weiser said in an interview.
Wedbush Securities analyst Chris White said the line could drive multiple revenue streams for Mattel.
Based upon our observations, we believe Monster High will be an unqualified success, although its overall financial impact to the company is difficult to quantify.
UPDATED – more Monster High links from Alyssa:
So, what do you think? Will Monster High be a hit or not?
Lena, I checked out those Living Dead Dolls. They were horrifying.
Ava i think their horrifying too.
I’ve seen those! YUCK! One time I saw these like Little Apple girls or whatever and they were horrible.
Oh my gosh, those living dead dolls are SO scary! I wouldn’t want to look at one for a million dollars if someone offered me to. They might even give me nightmares. Great. Just plain great. ( sarcasm)
Well, I don’t think they’re THAT horrifying. I would look at one for a million dollars, at least.
I just saw these dolls in a Culver City Toys R Us. The sculpting pales in comparison to the box art. The drawings look like My Scene/Bratz proportions but the dolls have Winx Club ones instead- which works fine for fairies. Monster girls, not so much. Kinda bummed, because I would get dolls that looked more like the drawings- I actually customized a Bratz doll some years back that looked like the Dracula girl. The whole thing does remind me of this show on MTV though… Clone High, about a high school full of teenagers cloned from historical figures.
I have no problems with LDD, exept the body sculpt. I actually had a few, but I sold them for AG money. And cause I can’t stand the body.
I may be getting Clawdeen Wolf (definatly gonna rename her) today!
I know my comment is waiting modoation but I forgot to put the Bratz link up. Char if you delete my comment please delete this one.
To the other girls here is the Bratz link…………………………… Just press my name.
Hey everyone! I haven’t been on here in like forever! But I personally, LOVE these dolls
Hi, Holly!
I got Frankie Stein (will SO be renamed). She was the only one of the four that looked like her hair wasn’t chewed by her pet. And I didn’t like how Deuce looked in reality. Shall I send pictures?
Glad you got FrankieLena. I am going to Toys Are Us next week to return my brothers U.B Funkey toy because he got two of them for his 7th birthday. His friend also gave him a gift card to buy somthing there so I will buy a Monster High doll while I am there.
Personally I though Lagoona was the cutest, but her hair was very bad and they only ha one of her. Which one do you want, as of now?
I saw these dolls at the local Walmart lately and I found them interesting. I want to get either Clawdeen of Draculaura. I found the character profiles on the back of the boxes interesting. I found it interesting that Draculaura was a vegan vampire who doesn’t drink blood and has a diet of fruits, veggies, and iron suppliments (it makes sense to make her “innocent” ’cause this these dolls are marketed to kids). I like the detailed outfits and jewelry. I’m also framiliar with other Matel dolls that these dolls were somewhat recycled from, like the Winx club, My Scene (Clawdeen’s hair, skin, and outfit looks like something of the My Scene line), and Bratz (that’s not Mattel, but Draculara has a hairdo and outfit like “Girlz Rock” Jade, and Frankie Stien has hair like “Rock Angelz” Jade and an outfit kinda like what I’ve seen the “Pretty and Punk” Bratz wear).
I did check out the website and I enjoyed the short cartoons. I like how Cleo throws a fit (at the end of the episode) and never gets what she wants after trying to pull pranks to ruin things for the other girls (her karma came back to slap her in the face, haha, so much for being Miss Popular!). The girls deal with typical high school stuff like zits, crushes, tests, cheerleader practice, school photos, etc. I do admit the over-emphasis on fashion and boys is a a bit irritating, but oh, well. Fans of the dolls can makeover the dolls and create their own stories if they don’t quite like things the way they are marketed (I see a Monster High fan story/creation site coming on!) in the doll line/series.
i LOVE them!!!! i want them in my room staring at people… 0_0
i will undoubtedly have a full collection soon.
I got Clawdeen. I love her ears.
Wow Lena! I really hope they make a doll of the blue haired girl with the glasses.
Char, Why is my comment waiting moderation? I did not say anything bad.
Sometimes comments go into moderation if you post too many too quickly.