American International Toy Fair

The American International Toy Fair, commonly refered to as simply Toy Fair is a major annual event by the Toy Industry Associatio which offers toy companies a platform to show off their current and future products to peers and the press. The event takes place mid February in the Toy Center in New York City and is not open to the public.

Mattel is a regular at Toy Fair. The company first featured their Monster High line-up at Toy Fair 2011. Toy Fair 2010 was passed over for a bold debut at San Diego Comic-Con.

Toy Fair 2011
Taking place from February 14th to February 17th,

Toy Fair 2012
Taking place from February 12th to February 15th, Mattel made its 2012 Monster High presentation a lot more vibrant than the 2011 one.

The left part of the stand consisted of three shelves with dolls and merchandise. The top shelf contained a core line mix of dolls already released (Abbey Bominable, Holt Hyde, Toralei Stripe, Cleo de Nile, Deuce Gorgon), dolls just released or soon to be released (Nefera de Nile, Howleen Wolf, Purrsephone and Meowlody), and in the middle dolls not seen before (Venus McFlytrap, Robecca Steam). Rochelle Goyle was only represented by a shadowy cardboard cutout, leaving her exact appearance a mystery for her reveal on the 13th. The middle shelf contained the yet-to-be-released Jackson Jekyll doll, Sweet 1600 C.A. Cupid and Frankie Stein, Basic Clawdeen Wolf, and School's Out Draculaura. Surrounding the dolls were the Back and Deader Than Ever book, the other three Monster High books, the Monster High Make Up Book, Freaky Streaky Locks, Pretty Scary Nail Polish, and a photo of the Basic Frankie Stein and Clawdeen Wolf costumes. The bottom shelf hosted the core dolls of Operetta, Clawd Wolf, Lagoona Blue, Spectra Vondergeist and Ghoulia Yelps, and the Skull Shores doll of Gillington "Gil" Webber. Additionally, Monster High watches, a photo of a Monster High shirt, the Nintendo Wii version of Monster High Ghoul Spirit, the Drop Dead Diary, a hat, and a wallet were on display.

The center of the stand was reserved for the revelation of the Halloween 2012 "Ghouls Rule" DVD and the four dolls of the "Costume" line: Cleo de Nile, Frankie Stein, Draculaura, and Clawdeen Wolf.

Right from the center was the yet to be released Design Lab playset on display, below a single shelf displaying the Create-a-Monster assortment. A line of unopened packages of the Vampire & Sea Monster starter pack and of the three add-on packs of the Insect, the Three-Eyed Ghoul, and the Skeleton stood in the back. In front of them stood two yet to be released assembled dolls, the cat girl and the vampire boy, and next to them the already released Skeleton, Dragon and Sea Monster. The right side of the shelf was reserved for two opened Lab add-on packs, one of a cat girl and the other of a horned monster.

Images of the Monster High playset were released, but the set itself was not on display.