Egmont signs up for Monster High magazine

New deal with Mattel will see publisher launch the magazine internationally from April 4th.
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The new title, licensed by Mattel, joins Egmont’s girls’ portfolio, which currently includes six successful titles - Barbie, Disney Princess, Go Girl, Tinkerbell, Animal Cuties and We Love Pop magazines.

The Monster High magazine will be aimed at girls aged seven to 12 and will be filled with exclusive content and features on style, school and friendships.

In addition, comic strips, fashion and beauty tips will feature heavily in the editorial. Each issue will include a cover-mount, with the launch edition featuring a bracelet.

Egmont will be launching the magazine across the UK and internationally, with a substantial digital marketing campaign to support.

In the UK, Egmont will focus on cross promoting Monster High magazine across print and digital platforms through Go Girl, Animal Cuties and Barbie. In addition to this, retailers Sainsbury’s, Tesco’s, Asda and WHSmith will actively promote the magazine in their stores.

Debbie Cook, director of magazines at Egmont UK, said: "Monster High is a bona fide phenomenon and we are extremely excited to welcome this leading girls brand into our portfolio. Our partnership with Mattel reaffirms Egmont’s position as the ideal magazine partner for brands looking to communicate with the pre-teen audience."

Helena Mansell-Stopher, senior licensing manager at Mattel UK, said: "We look forward to partnering with Egmont as we continue to deepen consumer engagement across multiple touch-points for the Monster High brand.

"With specialism in the primary girls and pre-teen sector, Egmont is the ideal partner for this exciting brand extension."

Monster High magazine launches as a monthly title on April 4th 2012, priced at £2.99.


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