WELCOME TO MONSTER HIGH
The secret is out. There are monsters among us! But the truth is they are in hiding, sequestered for millennia in dark caves and abandoned houses--more afraid than fearsome. Until now.
Four courageous teens, the daughters of famous monsters, decide that it is time to emerge from the shadows, and show us all that monsters are not ferocious....they're fabulous!
THE CHALLENGE: Mattel Inc. wanted to relaunch their immensely successful girls brand and give it fresh energy. The Monster High franchise was five years old--a long time for the world of toys--and it was losing fan base. To re-invigorate the brand, they needed a new take on story, new character design, and new appeal for the next generation of girls.
Our response was Welcome to Monster High. I created the new character set, world and stakes; I also co-wrote and produced two of the features, set story direction for publishing, and coordinated the digital applications to match the overall plan.
In all, I produced three full-length features for Monster High, writing two of them. The focus was on reintroducing the characters to a new generation of girls.
WELCOME TO CHANGE
- A new origin to "where monsters come from."
- New characters, worked closely in concert with toy design
- New stakes, mission and world
- New villainess
3-YEAR MULTI-PLATFORM STORYMAP
I worked with multiple company departments to create a three year story plan that incorporated marketing milestones (Easter, Christmas), multiple platforms (publishing, digital), and increasing stakes for the brand and characters.
OF COURSE TOYS
Using the strategy of brightening the characters, and celebrating a more youthful look, I created storylines that highlighted the new outfits and attitudes.