The Perfectly Imperfect Doll
“This isn't going to be pretty. Rules will be broken. Friendships will be tested. And huge risks will be taken. But they're small prices to pay for true love and freedom, right?”
C.J.Lewis , the global marketing head of Mattel, says, the brand’s USP in bringing the teenage descendants of popular Monsters to brave the corridors of high school, has helped in increasing the sales of Mattel.
There are several reasons for the success of the brand. Firstly, the goth-like style went down a treat with tween and teen girls. Another thing is, it gives a contrasting alternative to Mattel’s other popular brand- Barbie. The dolls reflect everything which a high school girl goes through. Each doll has a unique imperfection making it easier for its audience to relate to.
The success of Monster High dolls not only lies in toys, but also in their strong licensing programme, their apparels and accessories. The brand provides all the information online, making it easier for the girls to explore the brand in their own way.
What might be the reasons for the success of the brand, I just know one thing- I adore my perfectly imperfect monster high dolls. Let me end up with my favorite lines from MH- “This is our big chance to see what people think of us. The real us. We have to show them there's nothing to be afraid of. If we don't get over our fears, they never will.”