Egmont & Mattel team up for Monster High magazine launch
Egmont Publishing Group have teamed up with Mattel to extend their popular fashion dolls brand into the magazine sector. Monster High is the latest title to feature in the publishers portfolio of properties, ranging from Barbie to We Love Pop magazines, and is aimed at girls aged 7 to 12. Second only to Barbie in the UK the Monster High brand boasts 75,000 members with over 5m dolls sold. Each issue will feature a covermount with the launch edition featuring a ‘dead-stylish’ bracelet. They will also dish out editorial advice on style, schools and friendships. Debbie Cook, Director of Magazines at Egmont UK, says: “Monster High™ is a bona fide phenomenon and we are extremely excited to welcome this leading girls brand into our portfolio. Our partnership with Mattel reaffirms Egmont’s position as the ideal magazine partner for brands looking to communicate with the pre-teen audience.” Helena Mansell-Stopher, Senior Licensing Manager at Mattel UK says: "We look forward to partnering with Egmont as we continue to deepen consumer engagement across multiple touch-points for the Monster High™ brand. With specialism in the primary girls and pre-teen sector, Egmont is the ideal partner for this exciting brand extension." Monster High launches on April 4 with a cover price of £2.99.