So I was peaking in the toy aisles at Kmart the other day because I am shameless about being over the age of 15 and still being interested in what the latest toys are. I love trying to guess what the next big toy phenomenon will be. Well if I was the gambling type I’d bet that Mattel’s Monster High may just hit the jackpot.
The “elevator pitch” or basic idea behind Monster High is this: what if the most famous monsters like The Mummy, Frankenstein, Wolfman and Dracula had kids and these kids were all in high school together. Kinda clever concept especially given the ever-present obsession with vampire stories (Anne Rice, Buffy and Twilight to name a few). The line is focused on tween and teen girls and expect the market to get saturated with product tie-ins.
Let’s first look at what I’d consider the main product, namely the line of fashion dolls. The dolls look similar to the discontinued Bratz line with the big anime eyes. You may have heard the controversy about Bratz. Allegedly Mattel was urged to kill the line because they looked like young prostitutes. Anyway, the big eyes is where the similarity ends because these characters are much darker.As mentioned above each character is based on a monster such as the mummy, werewolf, vampire etc. The guy character, Deuce Gorgon is based on Medusa and has a row of snakes on his head like a mohawk. See that is pretty kewl you have to admit.
I am not ashamed to admit I think I have a favorite Monster High character. And it’s Frankie. Just look at this chick. She’s like a zombified version of Alicia Siverstone’s character from Clueless. Did I mention I love zombies.
As a graphic designer I have to mention the packaging. I like the look of it. They carry over the same bold line style that the logo has. It combines a kind of urban street look with a touch of Halloween. All the dolls have clothes that are kind of goth and edgy. It looks like they all shop at Hot Topics.
Speaking of clothes, lets move onto the many other products that have the Monster High cutsie skull with pink bow logo plastered all over it. Coming to a Justice or Limited Too near you…Monster High attire.
What tween girl can start the new school year with out their very own Monster High notebook, notepad, pencils and scented erasers, right?
What franchise is complete without plushies? I mean you know an idea has reached the apex of commercial success when it spawns plushies. So here you go. Each Monster High character has their own plushie version with accompanying plushie pet. Those button eyes give it an extra creepy voodoo doll look.
Now do you see that Mattel is essentially printing it’s own money with this thing? Oh yea, I expect good times at Monster High for Mattel.