Freaky Just Got Fabulous

Monster High™ comes to Canada in a big way

After a successful U.S. release, Mattel’s Monster High™ is rolling out the hip teenage descendants of the world’s most famous monsters in Canada, with an integrated online promotion, retail activation, PR and media plan launching simultaneously across the country this fall. The official Canadian release of the Monster High™ franchise is a unique brand experience for consumers conceived and designed by TrojanOne, and with best-in-class support from GCI Group for public relations and Carat for media buying. School is in session this fall at Monster High™.

“Tween and teen girls like to constantly be in-the-know with the latest trends, and our hope with Monster High™ is to engage them with a brand that is not only trendy, but one that also tells a story with relatable characters,” says Victoria Martin Evans, Marketing Associate, Mattel Canada.

Grounded in a fun and humorous storyline, the frighteningly fashionable students at Monster High™ capture all the awkward moments that teens experience in their high school years, the powerful bonds of friendship and the challenges of fitting in – all delivered through a “monster” chic aesthetic and tone. The Monster High™ characters are relatable and their stories engaging. Whether they feel like the shy bookworm, the confident fashionista, the cool girl, the sweet and loyal friend or the new kid just trying to figure things out, girls will see a part of themselves in the Monster High™ characters.

Monster High™ reaches girls via a line up of all-star products and innovative promotions that allow them to discover the brand, the characters and the storyline at multiple touch points. During the launch alone, retail activations will ground a 12-week online promotion, enabling teens and tweens to experience Monster High™ in a new way, time after time. Monster High™ also has a dedicated YouTube channel, where girls can watch all 15 webisodes as well as the Monster High™ Fright Song – including a behind the scenes look at the making of the music video!

“Today’s tween and teen generation is complex and always on the move. To successfully engage them in a meaningful way, it is important to provide multiple touch points,” says Imran Choudhry, director, consumer engagement, TrojanOne. “A new, edgy franchise like Monster High™ needs to not only have ‘wow’ factor in-store but also have a dynamic presence online. Tweens and teens today want to be part of the story and with a multi-faceted, and interactive property like Monster High™, they help bring these characters to life.”

Monster High™ launched online on August 16, 2010. For more information visit www.monsterhigh.ca.