Monster High expands with Rubies licence and new product reveal

Published on: 21st September 2022

Rubies is excited to announce the acquisition of the Monster High licence for costumes and Mattel unveils new dolls and play sets.

The officially licensed range, due to be launched in 2023, will have mass appeal with young fans, especially for next year’s Halloween – with werewolves, vampires, sea creature costumes and more. First debuting in 2010, the Monster High franchise continues its strong fashion led identity, as the teenage children of legendary monsters return for a new generation.

Ruth Henriquez, Head of Consumer Products Mattel EMEA commented: “As we join BLE this week, it’s great to see the extension of our partnership with Rubies with the addition of Monster High. As a brand rooted in fashion and self-expression, we are thrilled to bring this new line of costumes to our fans old and new, as we begin an exciting future for this much-loved franchise.”

Monster High’s ethos of fostering a more accepting world, where everyone is proud to be their authentic self, aligns perfectly with Rubies values. Monster High as a brand has $2.6b in franchise sales since launch, with 150m+ dolls sold and 11b lifetime YouTube views. On top of this, the brand has an exciting slate coming up, debuting its first ever live-action movie this October on Nickelodeon.

Mike O’Connell, managing director for Rubies, added: “With the production of our Barbie and Fireman Sam ranges and the recent development of our He-Man costumes, our partnership with Mattel is reaching new heights. We’re delighted to be adding yet another well-loved and popular brand to our mammoth portfolio of licences and can’t wait to see what fans think of our upcoming Monster High costumes. On top of this, we’re excited to be adding a brand which lines up with our values that we promote through our products; primarily, being true to oneself and self-expression.”

Rubies official licensed Monster High costumes are currently in early stages of development and are due to be launched next year.

Mattel has also announced that it is expanding its range with dolls to include Draculaura, Clawdeen, Frankie, Cleo and Lagoona, Ghoulia, Deuce and Torelai. This new set of dolls will allow the fans allows even more storytelling opportunities by representing a wider array of body shapes and sizes.

Monster High was first introduced in 2010 and this year, Mattel has refueled the franchise, beginning with the reproductions of the original dolls. Revealed to a new generation of fans as well as igniting the engaged collector audience, the reimagined Monster High offerings and dolls cater to what fans know and love about the brand.

Monster High is also partnering with - one of the largest organizations exclusively for young people and social change, to bring kids together and give them that same sense of belonging.


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