Mattel is second largest toy company in the world - in terms of revenue - founded in 1945 by Harold "Matt" Matson and Elliot Handler and has since generated such successful lines as Barbie, Masters of the Universe, Polly Pocket, Hot Wheels, and of course Monster High.
Monster High
Monster High is a big gamble for Mattel, Inc. It's the first in-house toy brand the company has launched since Hot Wheels in 1968, and the biggest brand launch in the company’s history because the dolls were accompanied by an apparel line, a series of books, an interactive website and webisodes, and Halloween costumes.
Typically, Mattel launches a product and tracks its popularity for a year before creating games, TV shows and books based on the item.
For Monster High, Mattel tested the dolls in its Imagination Center, a sprawling facility with one-way mirrors and hidden microphones where it watches volunteer kids play with new toys. Sometimes these sessions are taped or, if they're important enough, even broadcast live throughout the facility.[1]
Mattel wouldn't say how much it has invested in Monster High, but analysts peg the figure at easily millions of dollars. In its fiscal third quarter ending in September, it reported that worldwide sales of "other" doll brands, that is, those other than Barbie, were up 7% over last year, and overall, Mattel's girls and boys brand business was up 8% year-over-year, with $1.17 billion in sales.[2]
Staff
Executives
- Michael Shore - Vice President of Consumer Insights
- Tim Kilpin - Mattel Brands general manager
- Bob Eckert - Chief Executive Officer
- Bryan Stockton - former president of International, current chief operating officer (COO)
Monster High team
A team of 20 employees who worked on the concept for three years.[3]
- Designer: Garrett Sander
- Package Copywriter: Eric Hardie
- Package Engineer: Ryan Buynak
- Art Directors: Joel Smith, Helena Mills
- Package Illustrator: Kellee Riley
- Product concept design: Lisa Temming
Associated agencies
- Cartoon series, Fright Song music video - WPP's Y&R (Vonnie Cameron & Wendy Trilling)
- Webisode scripting - Mike Montesano and Ted Zizik
- TV special production - Wildbrain Entertainment
- Assets for webisodes - DeJarnette Designs
- Fright Song music video Production Company - DNA Films, Los Angeles