Mattel’s looks to build Monster High franchise in India

MUMBAI: Monster High, the fashion doll franchise from toy and games company Mattel has finally made its way to India, after its runaway success in the US, followed by other markets in Europe and others in Asia.

It revolves around the daughters of Frankenstein, Dracula along with other mythical characters and their life in a school for the progeny of well-known monsters, the Monster High franchise targets young ladies between 8 and 15 years.

Come 10 May, and the Friday 9:30 p.m. slot the Monster High animated series will debut on Pogo.

Mattel has already recently introduced dolls and accessories and fashionable consumer products, based on the characters of the series. These include: Daughters of Frankenstein, Count Dracula, The Werewolf, The Sea Monster and The Mummy; Frankie Stein, Draculaura, Clawdeen, Lagoona and Cleo de Nile respectively.

In the animated series the characters come to terms with their teenage battles and fulfill their aspirations that these modishly fierce beauties encounter in their day to day lives and parade their imperfections.

The company claims that ‘Monster High has brought in a fresh change, where in the age of cosmetics even ghouls are pretty and fashionable.’

Mattel India is leaving no stone unturned to make the launch of the franchise a huge success in the Indian subcontinent and has roped in Shahzahn Padamsee to be its brand ambassador for this very reason.

Mattle country manager Karun Gera said, “The brand has been a tremendous success internationally and we are extremely happy to launch the brand in India with Shazahn Padamsee. She is a true youth and fashion icon, a trend setter and an amazingly gifted personality and that’s the reason we chose her for the launch in India.”
“I am thrilled to be associated with this range that encourages young girls to embrace their imperfections, be unique and be themselves, be a monster with freaky flaws!”, says Padamsee.

Mattel has also produced a music video featuring Padmasee, with direction coming from Himanshu Malik, and choreography from Dance India Dance season 3 contestant Urvashi Gandhi and Garmia Bhatia.

“Working on the music video has been a great experience and am sure we have created a new trend with an extremely hummable song and fun dance moves!” Padamsee adds.

Currently, the music video is being played out on YouTube along with its making.

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