VEGAS 2010: Mattel unveils new property

New girls brand Monster High is presented with key partnerships across multiple categories.
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Mattel has unveiled its multi-category line-up of partners with new apparel and footwear deals, as well as global health and beauty collections, active lifestyle products and toys.

For the first time ever, Mattel will roll out a new IP, Monster High, across a number of categories simultaneously. This new brand targets teen and tween girls and follows teenage descendants of the monsters.

Licensing deals in the first year include partnerships with Little, Brown Books for Young Readers, author Lisi Harrison, Universal Pictures, Justice and Party City.

“Mattel is a leader in providing meaningful brand experiences that translate into innovative and successful cross-brand partnerships,” said Neil Friedman, president, Mattel Brands.

“Our ability to secure best-in-class category experts to introduce teens and tween to the Monster High property is a testament to our brand management expertise and reinforces our long-standing legacy as one of the world’s premier licensing partners.”

Across its larger portfolio of entertainment brands, Mattel also continues to sign deals with licensors of many popular kids’ properties, including Disney, Warner Bros, World Wrestling Entertainment and HIT Entertainment.

Mattel Brands has also announced licensing agreements with new partners including:


Little, Brown Books for Young Readers: multi-year, multi-book global partnership to publish a series of books written by Lisi Harrison. Harrison will release one to two books each year. Monster High, the first book in the series, goes on sale September 2010.

Apparel, Footwear and Accessories

Skechers: New Barbie footwear deal. The collection infuses Barbie imagery with high-quality Skechers designs. Range features nine different styles, including fleece boots, athletic sneakers, Mary Janes, wedges and more (available autumn/Winter).

Harveys Original Seatbeltbags: Partnership with Barbie for a line of seatbeltbags (available 2011).

Fast Forward: Back to school line for Hot Wheels, including bags and backpacks. Featuring motion-patented technology with light-up features (available autumn).

C-Life: Hot Wheels men's vintage t-shirts. (available now).

Dr. Scholl’s: Barbie shoes - limited edition collection of five original exercise sandals (available now).

Justice: Back-to-school apparel for tweens featuring Monster High’s signature Skullette. In addition, Justice will support an integrated marketing campaign featuring Monster High webisodes on the Tween Network in-store media screens, brand ads, and products in the Justice catazine and on the company’s website. (available July 2010)

High IntenCity: line of jewelry & hair accessories inspired by Monster High (available autumn 2010).

Accessory Innovations: Monster High collection of tween fashion handbags (available autumn 2010).

Ashko Group: line of Monster High inspired hosiery and fashion footwear for tween girls (available autumn 2010)

ACI International: Monster High slippers for tween girls (available autumn 2010).

Outdoor Play/Sporting Goods

Accu-Length: Barbie and Hot Wheels golf collection (available August 2010).

Dynacraft: Barbie line of sporting goods for scooting and riding in style. Barbie Bikes and scooters available this summer, come with a mini (Barbie-sized) version (available now).

Party Planning/Gifting

Becker & mayer Books: The Ken 50th anniversary book I ♥Ken: My Life as the Ultimate Boyfriend (available March 2011)

Evite: Barbie and Hot Wheels themed invitations (available now)

Vandor: Barbie gifts and collectables. Specialty items vary from travel mugs to notebooks and key chains. (available January 2011)

Party City/Amscan: Monster High costumes for Party City (available Halloween 2010).

Health / Personal Care

Nexcare: Hot Wheels waterproof tattoo bandages (available now).

Dr. Fresh: Hot Wheels light-up timer tooth brush (available now).

Johnson & Johnson Healthcare Products Division of McNEIL-PPC: Barbie themed oral care products (available September 2010)


Digital Blue: Barbie consumer electronics for girls aged four to seven years old (available in fall 2010 with more items to launch in spring of 2011)


Neat-Oh: Hot Wheels portable play experiences ZipBin products (available June 2010).

Russ Berrie: Sequin, Blissa, and Lacey - threeplush animals which come with their own assortment of fashions and stylish carriers. Girls will now be able to carry their animal friends around just like Barbie. (available autumn 2010).

Enterplay: Hot Wheels® and Enterplay trading cards and fast-paced games (available now).


U & Me Marketing: Hot Wheels juice pouch beverage. (available September 2010).


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