March 2012: Mattel partners with HTI
Mattel has just joined forces with HTI Group to license the Barbie, Hot Wheels and Monster High brands in the sporting goods category.
Under the new licensing deal, HTI will produce a collection of sporting goods for the Barbie, Hot Wheels and Monster High brands in branded bikes (including scooters), accessories and protection equipment categories in the UK and Ireland.
February 2012: Mattel partners with Universal Pictures
Mattel and Universal Pictures inked a deal for the first ever feature length DVDs from the Monster High franchise. Monster High: Ghouls Rule! will be the first release under this new partnership.
“Monster High has become a global phenomenon, uniquely engaging fans around the world with its universal truth, everyone has times when they feel like a monster, struggling to be comfortable and confident in their own skin,” says Stephanie Cota, senior vice president, worldwide marketing, Barbie and girls, Mattel. “Universal is truly an expert in home entertainment marketing and distribution and the ideal new global entertainment partner to assist Mattel in continuing to bring Monster High’s rich storytelling to new platforms and audiences.”
“Monster High is a growing global sensation with explosive popularity,” says Craig Kornblau, president, Universal Studios Home Entertainment. “There is no better time to extend our hugely successful alliance with Mattel to include this exceptional brand that will deliver new and engaging home entertainment content to its rapidly expanding fan base.”
October 2011: Mattel partners with Egmont for Monster High
Mattel's Monster High magazine is due to launch soon, after the firm struck a deal with Egmont. The title will be printed for 22 countries, including the UK.
Helena Mansell-Stopher, licensing manager at Mattel, commented: "Egmont is a leading publisher within the primary girls sector, so we are thrilled to be partnering with them on this phenomenal franchise to bring the creep-arific Monster High stories to life in print."
June 2010: Mattel Launch of Monster High at LICENSING International Expo
At the 2010 Licensing International Show, Mattel, Inc. unveils its multi-category line-up of best-in-class partners with new apparel and footwear alliances, as well as global personal care collections, products that inspire an active lifestyle and original branded play experiences for boys and girls of all ages.
For the first time in company history, Mattel will roll out a new intellectual property, Monster High, across a number of diverse consumer products categories simultaneously. This new franchise targeting teen and tween girls brings together the hip teenage descendants of the world’s most famous monsters to brave the trials and tribulations of high school. Monster High reaches girls via multiple touch points through strategic partnerships year-one with Little, Brown Books for Young Readers, best-selling author Lisi Harrison, Universal Pictures, Justice and Party City.
“Mattel is a leader in providing meaningful brand experiences that translate into innovative and successful cross-brand partnerships,” said Neil Friedman, President, Mattel Brands. “Our ability to secure best-in-class category experts to introduce teens and tween to the Monster High property is a testament to our brand management expertise and reinforces our long-standing legacy as one of the world’s premier licensing partners.”
Apparel, Footwear and Accessories
• Justice: Mattel joins forces with Justice, the largest premier tween specialty retailer in the world, to launch a full line of back-to-school apparel for tweens. Justice has developed an edgy cool line of clothing featuring Monster High’s signature Skullette on tops, bottoms, sleepwear, cosmetics and accessories. In addition, Justice will support an integrated marketing campaign featuring Monster High webisodes on the Tween Network in-store media screens, brand ads, and products in the Justice catazine and on the company’s website. (available July 2010)
• High IntenCity: Mattel and High IntenCity team up for the first time ever to introduce a line of drop dead gorgeous jewelry & hair accessories inspired by Monster High. High IntenCity, a leader in the girls’ accessories industry, has designed accessory items that mix Monster High’s signature Skullette and edgy style with softer lace, bow and charm accents. (available Fall 2010)
• Accessory Innovations: Accessory Innovations, a recognized leader in the accessories industry, has partnered with Mattel on their new scary cool Monster High franchise. Accessory Innovations will offer a complete collection of tween fashion handbags. The handbag line, designed to play up the monster chic style uniquely distinct to the Monster High brand, includes clutches, totes, messenger and cross body bags. (available Fall 2010)
• Ashko Group: Mattel and Ashko have come together to introduce a new line of Monster High inspired hosiery and fashion footwear for tween girls. The collection includes everything from socks, knee highs and leg warmers to sandals, jellies and flip flops, giving girls a variety of ways to show off their killer style. (available Fall 2010)
• ACI International: Continuing a successful long standing partnership, Mattel and ACI International have come together once again to create Monster High slippers for tween Girls. Girls can choose from two unique styles, each featuring the brand’s signature Skullette icon. (available Fall 2010)