FREAKY JUST GOT FABULOUS Monster HighTM comes to Canada in a big way

Oct. 7, 2010 - PRLog -- FREAKY JUST GOT FABULOUS
Monster HighTM comes to Canada in a big way

TORONTO -- After a successful U.S. release, Mattel’s Monster HighTM is rolling out the hip teenage descendants of the world’s most famous monsters in Canada, with an integrated online promotion, retail activation, PR and media plan launching simultaneously across the country this fall. The official Canadian release of the Monster HighTM franchise is a unique brand experience for consumers conceived and designed by TrojanOne, and with best-in-class support from GCI Group for public relations and Carat for media buying. School is in session this fall at Monster HighTM.

“Tween and teen girls like to constantly be in-the-know with the latest trends, and our hope with Monster HighTM is to engage them with a brand that is not only trendy, but one that also tells a story with relatable characters,” says Victoria Martin Evans, Marketing Associate, Mattel Canada.

Grounded in a fun and humorous storyline, the frighteningly fashionable students at Monster HighTM capture all the awkward moments that teens experience in their high school years, the powerful bonds of friendship and the challenges of fitting in – all delivered through a “monster” chic aesthetic and tone. The Monster HighTM characters are relatable and their stories engaging. Whether they feel like the shy bookworm, the confident fashionista, the cool girl, the sweet and loyal friend or the new kid just trying to figure things out, girls will see a part of themselves in the Monster HighTM characters.

Monster HighTM reaches girls via a line up of all-star products and innovative promotions that allow them to discover the brand, the characters and the storyline at multiple touch points. During the launch alone, retail activations will ground a 12-week online promotion, enabling teens and tweens to experience Monster HighTM in a new way, time after time. Monster HighTM also has a dedicated YouTube channel, where girls can watch all 15 webisodes as well as the Monster HighTM Fright Song – including a behind the scenes look at the making of the music video!

“Today’s tween and teen generation is complex and always on the move. To successfully engage them in a meaningful way, it is important to provide multiple touch points,” says Imran Choudhry, director, consumer engagement, TrojanOne. “A new, edgy franchise like Monster HighTM needs to not only have ‘wow’ factor in-store but also have a dynamic presence online. Tweens and teens today want to be part of the story and with a multi-faceted, and interactive property like Monster HighTM, they help bring these characters to life.”

Monster HighTM launched online on August 16, 2010. For more information visit www.monsterhigh.ca.

About Mattel
Mattel, Inc.,  (mattel.com ) is the worldwide leader in the design, manufacture and marketing of toys and family products. The Mattel family is comprised of such best-selling brands as Barbie® the most popular fashion doll ever introduced, Hot Wheels®, Matchbox®, American Girl®, Radica:® and Tyco® R/C, as well as Fisher-Price® brands, including Little People®, Power Wheels® and a wide array of entertainment-inspired toy lines. In 2010, Mattel was named as one of FORTUNE Magazine's "100 Best Companies to Work For" for the third year in a row, and was ranked among Corporate Responsibility Magazine's "100 Best Corporate Citizens." Mattel also is recognized among the "World's Most Ethical Companies." With worldwide headquarters in El Segundo, California, Mattel employs approximately 27,000 people in 43 countries and territories and sells products in more than 150 nations.

About TrojanOne
TrojanOne knows that passions stir consumers. Based on clear objectives, the TrojanOne methodology strategically connects and implements the best channels to engage consumers with brands on a meaningful level. Their offering, Integrated Brand Activation!, includes services in marketing, sponsorship consulting, promotional and retail activation, creative and digital development, event management and experiential marketing. Through its development of events like the Canadian Sponsorship Forum, TrojanOne is respected as an industry leader.

For more information or comment, please contact:

TrojanOne:
Imran Choudhry Director,
Consumer Engagement,TrojanOne
Phone: 416.355.2664
Cell: 416.616.0931
Email: imran.choudhry@trojanone.com

Mattel:
Falan Hamilton
GCI Group
Phone: 416.486.5901 Email: falan.hamilton@gcigcanada.com

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TrojanOne knows that passions stir consumers. Based on clear objectives, the TrojanOne methodology strategically connects and implements the best channels to engage consumers with brands on a meaningful level. Their offering, Integrated Brand Activation!, includes services in marketing, sponsorship consulting, promotional and retail activation, creative and digital development, event management and experiential marketing. Through its development of events like the Canadian Sponsorship Forum, TrojanOne is respected as an industry leader.