Yip (third from right) with models and the Monster High toys.

Mattel Southeast Asia last week unveiled its Monster High toys at a media preview.

Monster High is the company’s in-house toy brand featuring fun monster characters based on a group of hip teenage children of legendary monsters such as werewolves, zombies, draculas and other fright-meisters.

What are the characters of Monster High? Frankie Stein, daughter of Frankenstein; Draculaura, daughter of Dracula; Clawdeen Wolf, daughter of the Werewolves; Ghoulia Yelps, daughter of the Zombies; and Lagoona Blue, daughter of the Sea Monster … just to name a few.

Fashion and signature styles aside, the concept and message behind the Monster High brand is indeed a powerful one. Inspired by the characters in Monster High novel series by Lisi Harrison, Mattel says it wanted to bring the Monster High characters to life by developing a fantasy world that resonates with the lives of tweens and young teenage girls today through smart, quirky humour storyline.

The brand focuses on the journey of self-discovery, acceptance and being loudly proud of everything that you are; capturing all of the moments young teens experience at school, the powerful bonds of friendship and the challenges of fitting in – all of this delivered through a monster-chic aesthetic and tone.

“At Monster High, fitting in is so out! You do not have to be creepy to be cool or cool to be creepy – you just have to be you! With the Monster High brand and tagline ‘Be Yourself, Be Unique, Be a Monster’, we hope to empower girls to express their individuality, embrace their imperfections and form friendships that last beyond a lifetime,” says Kelly Yip, brand manager at Mattel Southeast Asia.

The Monster High collection will be available in Malaysia from September.

For more information, go to www.monsterhigh.com.
 

The Monster High high school.