Mattel has detailed a new partnership with Stagecoach Theatre Arts Schools, for its popular property Monster High.
The deal will see Stagecoach take on the Monster High Challenge, recreating the We Are Monster High anthem in their classes, in celebration of Mattel’s 2014 brand campaign.
The campaign will be supported with a song from American artist Madison Beer, encouraging kids to embrace and celebrate their individuality.
Stagecoach schools around the UK will learn the song and create their own interpretation to produce various performances. These performances will then be submitted in to a competition and the winning school will have their performance professionally recorded.
Senior brand manager girls UK, Denise Fallary, explained: “We are very excited to be working with Stagecoach. Not only does it share Monster High’s value of celebrating your individuality, but we feel its students are more than capable of taking on the We Are Monster High Challenge.
“The brand campaign invites current and new fans to fly their freaky-fab flags and show their ghoul spirit, and we hope that many more will also have a go at creating their own performance to the song.”
Lynn Howes, educational programme development and training manager at Stagecoach, added: “At Stagecoach we encourage originality and aim to develop each child’s unique talents.
“The Monster High challenge will be a fun opportunity for our students to entertain and showcase their creative ideas.”