The PopCult Toybox
This is a pivotal year for Mattel’s horror-based fashion doll line. After exploding on the scene a few years ago, Monster High has seen a sales decline over the last couple of years, causing Mattel to reposition the line with an emphasis on “Monster Cute,” and an effort to target younger girls with more friendly facial sculpts.
If this works, then Mattel will be able to maintain Monster High as a billion-dollar brand. If not, then it will likely fade from store shelves over the next few years after a very healthy run. This year’s redesign is Mattel’s last-ditch effort to turn Monster High into an evergreen property that can last decades.
The popularity is certainly there. At its peak, Monster High managed to defy industry trends, attracting fans well into their teens, as opposed to most kids these days, who seem to give up on toys by the time they hit ten years old. The new face sculpts were not available at Toy Fair, but Mel does ferret out quite a bit of inside information, and also good descriptions of everything you’ll see in the photos below.
It’ll be interesting to watch what happens with Monster High.