From Draculaura (a 21st century relative of Dracula) to Frankie Stein (yes, related to the famous Frankenstein), Monster High's teenaged characters have costumes, accessories and -- of course -- their own interactive online home featuring videos, games and more.
The target market is preteen and young teen girls all over the world. The brand is being marketed in Spanish, French, Italian, Portuguese (for Brazil) and other languages. Monster High is launching this week in India, for example.
In the UK, Tesco Direct features Monster High in a dedicated section of its site; Argos and Asda Direct also highlight the brand on dedicated pages. The idea is that shoppers can click from one doll to another or conveniently view the many accessories related to each character.
Will Monster High have the longevity of the Barbie brand (now 54 years old)?
