Mattel’s Monster High scoops award

Published on: 23rd May 2013

Monster High Ghouls Rule won the Children’s Marketing Initiative of the Year award at the 2013 BVA Awards, for the Universal Pictures (UK) home entertainment campaign.Mattel,-Monster-High-Ghouls

The judges praised the campaign for its strong focus on core consumers and for executing a strategy which connected and engaged with fans whilst staying true to the essence of the Mattel brand. The campaign centred on innovative digital content creation, including an online Monster Mash dance off in association with Mizz magazine and Pineapple Dance Studios, reaching over 250,000 consumers and Monster make-up tutorials partnering with Mac.

Mattel and Universal worked to create a single approach to the new release; aligning plans to produce consistent communications and to support both the DVD and supporting toy line.

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