Wednesday, December 15, 2010

Mattel uses Transmedia to Capitvate 'Tween Market

Mattel has a hot property this holiday with Monster High, a new line of hip Twilight-esque teen dolls packaged as the children of legendary monster characters like Frankenstein and Dracula. (For example,"Frankie-Stein" is Frankenstein's daughter; "Draculaura" is Count Dracula's teenager.) 

According to trade reports M.H. dolls have been flying off store shelves since their debut in July, so much so that shortages now have fans hunting for them on eBay and Amazon.

Fashion dolls are just part of the Monster High franchise, however. Licensing already extends to electronics, novelty toys, cosmetics,costumes, fashion apparel and accessories, plush items, chapter books, pop music, and more.

Monster High is backed by a hefty transmedia marketing campaign, according to Ad Age. Traditional media – one TV spot and print ad – play a minor role compared to internet-based buzz and engagement activities that converge to give M. H. fans a vivid, multimedia experience. serves as the brand's digital hub, loaded with ghoulish games, interactive activities plus an animated webisode series. Additionally, there’s an active Facebook fan page, dedicated YouTube channel, and a wiki platform where fans meet up - and where Mattel streams brand news and promotes big-budget entertainment like the recent Halloween TV special on Nickelodeon. Indeed, grand scale entertainment is integral to the company's marketing strategy. A full-length Monster High musical movie is in the works for release by Universal in 2012. 

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