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).
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?
A music video ,a movie, a book deal, and a clothing line. This is gonna be BIG.
No offense to anyone who may like them but I think they look kind of creepy.
Thanks Char! I am so exiced about that! I am a big fan of Alison Iraheta and my friend is a big fan of Sibhon Mangus. I am going to the American Idol concert this summer to see her and 9 more finalists from this season of American Idol! I do not know if it would be a hit or not? Probly will be a hit because of the American Idol finalists. Anybody watched this year? Did you like Lee winning? Or it should have been Crystal. I will send more articals to Char about this I found more updates about them! Char, Can you please write about the Lanie event?
American Idol was boring this year. I didn’t watch much.
I agree with you Ava. Seasons 7&8 were much better. Almost all my favorite AI contestants were from those seasons. This year was like another season six. Ava, Who is your favorite contestant ever?
I’m not sure I like how their feet are almost en pointe, since hardly any real 16-17 year olds wear high heals.
I also wish they were more monstery less girly.
I haven’t seen all the seasons, Alyssa, but I think I like Jennifer Hudson the most. I also like Carrie Underwood and Adam Lambert.
I am also a big fan of Ellliott Yamin, Adam lambert, David Cook, Jason Castro and Anoop Desai. I did not watch the sesan when Jenifer Hudsan was on but I know her elimation was shocking. I just started watching AI when Carrie Underwood won so I do not rember her that much.I am a really big fan of Adam Lambert . Now I throw stuff at the t.v when Kris Allen is on the t.v.
Wow, only 9 comments and we’re already going off topic!
Eeek. no thanks. xP
YUCK! I hate them, dolls like this are the reason I like American Girl dolls, I think they will be a big flop. I also love Allison though.
I don’t like them, no offense. Dolls aren’t supposed to be like this in my opinion!
What do you mean by “like this.”
Wow Madeline but I’m accually with you on that one! No offense either. But they are super ugly in my opion. Sorry.
I agree with you, Lena. The “monsters” are way too girly.
I saw Iron Man 2 with my friends today. It was actually pretty good for a super hero movie, plus I thought the soundtrack was awesome because I love AC/DC. Did you guys see it?
Twice. Once with my friend, the second with my parents. I though it was awesome.
well the dolls are selling on toys r us and they already sold out of one of the dolls ,well out of stock and to me they look pretty coll but everybody has their on opinons right?
These look cool! I can’t wait for the books! If you go to http://www.mattel.com/videos and type in Monster High, you can watch videos of it!
Madeline means not creepy and gothic and monstery, i think.
I do like them. Good thing they do not have big lips as Bratz.
*shudders* All I know is that I am NOT getting these dolls! I like AG way better, no offense to those of you who like these dolls.
Why do so many of you not like them?
That’s what I was gonna ask, Ava. I can accept that people don’t like them, but I’d like to know why.
Yes, Grace, exactly. Dolls were once cute, little stuffed “people” with cotton dresses and things. I don’t like freaky gothy evil dolls.
Mhmm. And now it seems they’re under-dressed skinny Barbies, goth dolls like this, and horrible bratz.
It’s funny that some of hate that they’re too creepy and goth, while Lena and I think they’re not enough goth!
It would be awesome if there was a line of goth and punk dolls. I would so buy them!
I would like to point out that they are NOT GOTH. They are punk at best.
I would too Ava. There’s Living Dead Dolls, but I don’t like the way their bodies are sculpted.
I don’t want to get in an argument, but if u go on the website it’s black and there are skeletons with bows. Maybe that’s not goth, but whatever it is, it’s not my style. I think it’s fine for some people to like it and some people to not. But I sure don’t!
I’ve never been allowed to play with bratz. Because of the name and sometimes they have inappropriate clothing, ESPECIALLY for the target age they are meant for, and even for anybody. I’m just saying. No offense to anyone who likes bratz or monster high. I respect your opinion, but I don’t agree.
Has anyone here heard of Harumika? I think THAT is really cool! It’s like a maniquinn (or however you spell it) and it comes with fabric and stickers and accessories to create your own outfits. I play it online a lot and I got it for one of my best friends for her birthday, they are really neat and they are cool for girls 7 to 100! (LOL) Who doesn’t like designing clothes?
And to people who don’t, no offense. But I like to, and I also sew and sewing fabric also works on the dolls, BTW.
I respect your opinion Madeline.
I think these Monster High dolls are actually better dressed than Bratz ever were (OMG no exposed bellies!). I also thought Bratz dressed inapropriatly, considering they were meant to be in high school. No high scholer dresses like Bratz, but one might dress like MH.
I think Harumika is cool and a good idea, but I don’t like being restricted in fabric choices. I do however like to make up my own designs. I designed the costumes we wore for ballet this year (decor was hand added to plain leotards & tutus)
I like these dolls. But then again I like skulls and black and I shop at Hot Topic. I understand how people may not like these dolls because of the way they look but I think its totaly normal for today’s society. But ya they’re not goth, they’re punk.
I had Bratz dolls as a child. My mom bought them for me because she liked the fact that you couldn’t loose their shoes unlike Barbie’s. I had the stage and the spa/salon. I had everything. I have a few left but I sold most of them. Now that I think about it, my mom never bought me the outfits that “showed everything off” as I like to say. Nowdays I think Brat dolls are the ugliest things in the world. These dolls however I like because it fits my style. But I do think the boy doll is pretty ugly.
Lady Gaga should represent these dolls! That could work. But I do like Ms. Iraheta.
Also since were talking about dolls, anyone going to go see Toy Story 3? Barbie and Ken. Wow. Those parts in the films just look hilarious. My dad is excited too.
I remember those “Bratz Babies” that wore booty shorts and tube tops! *shudder*
Yes, Lena. I don’t think Monster High dresses badly, I just don’t like the style.
Yeah, it would be kind of better if you could CREATE your own fabric. However, you can use anything that is cloth-like and fits the doll, so I guess you could make your own. That’s what you do on the online version. I love making clothes and I also have a paper fashion maker from Klutz, and though it comes with special paper to use, it says you can use anything you like and create your own. The paper fashion has more variety or outfits to make, but there is just something exciting about a 3D version like Harumika. My friend from dance has Harumika and believe it or not, though we had like 4 cloths and 2 accessories, we made TONS of clothes. I guess you just have to use your imagination, minus the creating-your-own fabric.
I actually have a process. First I sketch the outfit I have in mind. If I still like it, I make have a paperdoll that I make each outfit part for (pants separate from shirt), color it in. If I still like it, I cut it out and see how it looks together. Then I make it if I like what I see. So far, I’ve only really liked 2-3 outfits, parts of which I made for myself.
But yeah, like I said, I like Harumika’s concept of “create your own”, I just don’t want to spend money on something I’m not likely to use (see above tangent)
I like your process. I am not a expert sewer yet, and I can barely sew outfits for AG dolls, but I’m getting there. I keep a journal of my sketches and creations.
I AM GOING TO THE AG STORE THIS WEEKEND (I don’t want to say the exact day) but I CANNOT WAIT! Atlanta here I come! I have around $165 to spend.
Sewing may be hard at first, but after a while it gets to be very easy. Right now I’m working on the yellow dress Harriet is seen most often in the Addy books, and I already have my bodice & skirt made. I promise to send pictures when I’m done.
Oh that’s cool.
Speaking of sewing, when I was little, I didn’t know you BOUGHT the fabric. I thought you had to MAKE it, like weave it together. So when I looked at even a simple thing somebody made, I was so amazed at how long it must of took! One of my friends could sew before me, and she said she would make an outfit for my doll. I sketched and made a detailed, nice outfit and she said it just wasn’t like that. Another time I was confused and she had to tell me, “You can’t just sit down with two random pieces of fabric and make a doll dress!” Even though I am a beginner and I still get messed up with things, I will keep on doing it. In fact, I start back again doing sewing classes with my sewing teacher so I can learn new skills and keep on sewing better. (I had to stop during the school year because I had started to do extracurricular dance at my school and I couldn’t do both. Thankfully, I have the whole summer to go to sewing classes!
I’ve been doing both dance & sewing & school since I quit my job, but when I worked, I didn’t have much time for all three.
Also, you can make a doll dress with two random pieces of fabric. Theres a little cutting required, but it is possible.
Lena, I remember you saying once that you also did taekwondo. How’s that going?
Pretty good, actually. I’m almost a black belt, only 2 more tests!
I consider taekwondo a type of dance, there is surprisingly a lot of footwork involved.
All I can say is…ewww! Those are TOTALLY not my style. I am not at all into the whole punk thing…no offense to anyone who likes them, they are just not for me. But I think they are pretty hideous.
PUNK PRIDE! It’s alright, though Quinlyn, you have your opinion and I have mine.
Yes, I know, Lena, but I mean a full-on Samantha dress or something.
Again I’ll say I don’t like these dolls, but they are really trying to make an impression, aren’t they? A movie, books, clothing for girls, dolls, tv shows, jewelry, costumes? What if no one likes them? I mean, what if they aren’t a big hit? What is the company going to do?
I’m sure they did their reasearch. A lot of tweens are into monsters right now, and that’s who these dolls are trying to hit.
That is so true. My friends will not stop talking about how much cooler Jacob is than Edward, or whatever. Monsters have replaced wizards/witches for tweens. How I miss Harry Potter…