Mattel Launches Monster High with Animated Webisodes

Toymaker Mattel has announced a new franchise called Monster High that will roll out across multiple platforms, including animated entertainment.

Monster High is aimed at tween and teen girls and is about the descendants of some of the world’s most famous monsters attending high school just for them.

Mattel has teamed up with a number of partners to deliver content and products for this new franchise, including Little, Brown Books for Young Readers, Universal Pictures and Party City.

Key to the project will be the Monster High web site (www.monsterhigh.com), which includes original animated webisodes that introduce the characters. New webisodes will premiere on the site each Friday through July.

Mattel also is developing an animated special featuring music from American Idol contestant Allison Iraheta. Plans call for the special to debut on broadcast, online and mobile platforms this fall.

A live-action movie also is in the works at Universal Pictures, with Craig Zadan and Neil Meron set as producers and Smallville co-creators Alfred Gough and Miles Millar signed on to write the screenplay.

Additional plans call for a series of books, written by young adult author Lisi Harrison and due out Sept. 1; apparel items from Justice; costumes from Party City; and, of course, toys from Mattel.

‘We know tween and teen girls need to immerse themselves in stories and worlds as they engage in new properties and trends,’ said Tim Kilpin, general manager of Mattel Brands. ‘With Monster High, we are confident that through the development of relatable characters and clever storytelling, this property will resonate with girls of all ages.’