Mattel has joined forces with Lady Gaga’s Born This Way Foundation for a multi-year Monster High campaign aimed at helping tweens enact positive change.
With a shared vision for a positive future for kids entering their tweens, the pair have teamed to inspire empowerment among youngsters, utilising the messaging of Mattel’s Monster High brand.
The Born This Way Foundation itself, founded by pop star Lady Gaga and her mother Cynthia germanotta, is dedicated to promoting youth mental, emotional and physical wellbeing.
“Monster High was launched on the premise of encouraging self-acceptance and celebrating individuality, so partnering with Born This Way Foundation, whose mission is closely aligned with the greater purpose of our brand, makes this an authentic partnership,” said Lisa McKnight, SVP and GM of Monster High.
Monster High and Born This way Foundation will work together over the next three years to continue to shine a spotlight on inclusion and acceptance among tweens through events, content, product and social media.
“Together using our global reach and platform we can find ways to positively affect the next generation of kids by creating a kinder and braver community for young people,” added McKnight.
Cynthia Germanotta, president of the Born This Way Foundation has stated her own excitement at the new prospects the partnership brings the campaign.
“Supporting the empowerment and wellbeing of our young people will take individuals and organisations of all kinds working together. That’s why Born This Way Foundation is excited to paertner with Monster High,” she said.
“This collaboration is a wonderful and unique opportunity to meet young people where they are, a crucial first step towards building a kinder and braver world.”