LICENSING NEWS

Rubies reveals new Monster High costumes

Published on: 15th September 2023

Rubies has announced the launch of a new Monster High costume and accessory range for 2023.

With a recent explosion in popularity following new media releases, including YouTube videos and more, the dress-up includes favourite characters like Clawdeen Wolf, Draculaura and Frankie Stein. The costumes come in both standard and deluxe editions with matching wigs also available, making them perfect for Halloween.

The officially licensed costumes will have mass appeal with young fans, due to the strong fashion led franchise identity, as the teenage children of legendary monsters are back for a new generation. With hallways filled with werewolves, vampires, sea creatures and more, at Monster High everyone is welcome. First debuting in 2010, the franchise has always encouraged kids to embrace their authentic selves and celebrate what makes them unique.

Monster High’s ethos of fostering a more accepting world aligns perfectly with Rubies’ values. Monster High as a brand has $2.6b in franchise sales since launch, with more than 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.

Justin McGiffin, head of Licensing at Rubies, said: “As one of the biggest and most promising licences for 2023, especially as we go into peak season in Q4, we’re overjoyed to see the already positive reception to our Monster High range of costumes and accessories. As our partnership with Mattel continues to strengthen, we can’t wait to see little ones get into character as some of the spookiest and fun characters on the market.”

Ruth Henriquez, head of Consumer Products Mattel EMEA, added: “We are thrilled to be expanding our relationship with industry leader, Rubies, as we launch our latest Monster High collection. Collaborating with Rubies to bring these iconic characters to life through the costume and accessory range is a testament to the enduring appeal and creative energy that defines Monster High. As the live action film makes its debut on Nickelodeon this October, these collections are perfectly aligned to empower fans to unleash their inner monster in the most spectacular way possible.”

Rubies official licensed Monster High costumes are available now online for trade customers and at retail nationally.

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