HYBRIDEX

A Research Project on Hybrid Experiences

Monster High

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Monster High 1Monster High is a doll line aimed at girls. It focuses on a group of girls who are presented as cute, age-appropriate versions of classic movie monsters. The Mattel created toy line has gained a significant boost in popularity due to a webisode series. 

Monster High is a fashion doll franchise released by Mattel in the July, 2010. The characters are inspired by monster movies, sci-fi horror, and thriller fiction. The Monster High franchise also includes other consumer products such as stationery, bags, key chains, and various other toys. There are also Monster High TV specials, a web series, a direct to DVD movie, game software, and a Monster High young adult novel series, created by Lisi Harrison.

There are two Monster High themed video games (Nintendo DS, Wii). On the Monster High website users can access games, character bios, and several other activities. Monster High webisodes (short, episodic, online episodes which typically last around two minutes), viewable on the site, regularly attract at least 500,000 views and often more than 1 million. With an audience like that, Mattel also has fertile ground for promoting the latest Monster High toy releases. In Mattel’s most recent Q3 financial results (2011), girls’ brands were up 57 per cent, ‘primarily driven by Monster High’.

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Author: teehex

Heikki Tyni is a researcher for the Hybridex project at University of Tampere Gamelab. Into comics and old movies.

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