Mattel’s Newest Fashion Doll Brand Monster High Takes a Bite in Malaysia!

Monster High’s storyline centers around the lives of a group of teenage students attending high school – except that instead of being ordinary teenage students, they happen to be monsters.

Focusing on the brand message of self-acceptance, embracing imperfection and forming long lasting relationship, Monster High uses fun yet humorous storyline and monster-like characters to engage the audience

Bringing together some of the teenage descendants of the world’s most famous monsters, such as Count Dracula, and Frankenstein; under one roof, life at Monster High is far from ordinary. You are sure to find a lot of perfectly imperfect personalities and scary-cute characters such as Frankie Stein, daughter of Frankenstein; Draculaura, daughter of Dracula; Clawdeen Wolf, daughter of the Werewolves; Ghoulia Yelps, daughter of the Zombies; Lagoona Blue, daughter of the Sea Monster and many more.

Being monsters, they all have their little quirks, flaws and imperfections – all of which reflects their monster heritage. Always fashionably fierce, the students at Monster High are fabulously flawed, drop dead gorgeous, trendy, edgy and sophisticated. Combine this with their unique monster-rific characteristics and personalities; they make a totally-clawsome bunch!

Fashion and signature styles aside, the concept and message behind the Monster High brand is indeed a powerful one. Inspired by the characters in Monster High novel series by Lisi Harrison, Mattel wanted to bring the Monster High characters to life by developing a fantasy world that resonates with the lives of tweens and young teenage girls today through smart, quirky humor storyline.

The brand focuses on the journey of self-discovery, acceptance and being loudly proud of everything that you are; capturing all of the moments young teens experience at school, the powerful bonds of friendship and the challenges of fitting in – all of this delivered through a monster-chic aesthetic and tone.

“At Monster High, fitting in is so out! You do not have to be creepy to be cool or cool to be creepy – you just have to be you! With the Monster High brand and tagline ‘Be Yourself, Be Unique, Be a Monster’, we hope to empower girls to express their individuality, embrace their imperfections and form friendships that last beyond a lifetime,” shares Ms Kelly Yip, Brand Manager at Mattel Southeast Asia Pte Ltd.

Since its official launch in 2010, the Monster High brand has grown to become the top two fashion doll brands in the 12-inch category in US, Australia, UK, and other top European countries.

“Following its successful launch and growing popularity in more than 30 countries worldwide, it was a natural progression for us at Mattel to be bringing it into Malaysia. We will be promoting Monster High online as well as relevant offline platforms here in Malaysia and we hope to capture the attention of those tweens and young teenage girls that have pretty much outgrown their Barbie years,” continued Ms Yip.

Come September, tweens and young teenage girls in Malaysia will not only be able to get their hands on the incredibly popular Monster High dolls and plush toys. Girls can also get into the ‘ghoul’ spirit by visiting the highly popular Monster High website, MonsterHigh. A treat for kids of all ages and adults, the website features mini cartoon episodes, full personality traits and guides to each of the character’s unique fashion styles.