The property revolves around frightening, but fashionable, students at Monster High as they experience their teen years through friendship and the difficulties of fitting in. Next month, Mattel will roll out a multi-category toy line to mass retailers, which will include fashion dolls, plush, electronics, role play and novelties.
A number of first-time partners have already been signed for Mattel's Monster High. Little, Brown Books for Young Readers is on board for a book series to be distributed worldwide. The first title by Lisi Harrison ("The Clique," "Alphas") will hit bookstores on Sept. 1. Universal Pictures has been granted the rights to develop a live-action theatrical musical. Craig Zadan and Neil Meron are on board to produce, while Alfred Gough and Miles Millar will pen the script.
Meanwhile, retail partners include Justice for apparel, lifestyle accessories,
Licensed partners for consumer products include High IntenCity, Accessory Innovations, Ashko Group and ACI International for fashion bags, hair accessories, jewelry, socks and slippers (fall 2010).
Monster High will also be supported by an interactive website and animated webisodes, as well as a 30-minute animated special with music from American Idol season 8 star Allison Iraheta.
"We know tween and teen girls need to immerse themselves in stories and worlds as they engage in new properties and trends," says 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."
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