Story House Egmont and Mattel have announced a multi-market launch of a new Monster High magazine.
Story House Egmont and Mattel have announced a partnership that has seen a Monster High magazine launch across the UK, GSA, Nordic and CEE markets. Based on the hugely successful Monster High franchise, the magazine launched in the UK market on 3rd July 2024, followed by launches in other markets later in the month.
Bastian Mai, Global Licensing director at Story House Egmont, said: “We have a longstanding publishing partnership with Mattel and its evergreen brands. We are delighted to be adding a multi-territory launch of Monster High to this partnership. Story House Egmont is a market leader in all markets where it operates, and this gives us a strong position to launch this amazing IP into the market.”
Siobhan Galvin, commercial director at Story House Egmont UK, who leads on the market activation, said: “We are thrilled to be launching Monster High magazine this summer. We have secured great listings at retail, and we expect young fans to be delighted with how the magazine enriches the Monster High world. The buoyant UK children’s magazine market is the perfect place for the Monster High brand to reach existing and new fans.”
Claudia Lucarella, head of Publishing at Mattel EMEA, said: “Mattel is thrilled at the continued success of the Monster High IP, and we are delighted to be working with Story House Egmont once more. It is a real leader in its field and the perfect partner to entrust the sacred Monster High brand to.”
Ever since Monster High’s original launch in 2010, the franchise has been rooted in storytelling. Based on the children of famous monsters, the franchise seeks to foster a more accepting world where everyone is proud to be their authentic self. Today, Monster High is back with a reimagined set of characters reflected in new dolls, new animated content and movies, new books, accessories, apparel, costumes and more.
The Monster High magazine will be the perfect addition to this licensing programme, with every issue focusing on the editorial pillars of friendship, individuality, fashion and storytelling.
All-new stories will be created using assets from the new TV series, and activities will be linked to areas of the Monster High school with a narrative purpose to extend the storytelling. There will be a dedicated fashion section with doodle and stick activities to design new looks for readers and their dolls. Plus, tips to customise old clothes with readers’ signature style. The aim to let readers’ express themselves and explore who they are underpins each issue.
Every issue will come with an exclusive Monster High gift that is linked to the magazine content, but also designed to be enjoyed by fans off-the-page and added to their Monster High collection. Issues will also feature Monster High posters, crafts, and activities. New issues will be released monthly.
Monster High #1 comes with a gore-geous accessory set, a design & doodle notebook, creeperific Draculara facts, a fangtastic story, 120 stickers, and the chance to create Clawsome clutch bags.
Both Story House Egmont and Mattel will be attending Brand Licensing Europe from the 24th-26th September 2024. Please reach out directly for meeting requests.
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Originally published: August 13, 2024.
Original source: Licensing.biz.
