In the fictional American town of New Salem, the teenage children of famous monsters (and other mythical creatures) attend a high school called Monster High. Monster High relaunched a second time in 2020 with the release of new dolls representing horror/goth film cults, culminating with the 2021 announcement of an animated TV series and a live-action musical film, both produced by Mattel Television and premiered on Nickelodeon in October 2022. The reboot was a commercial failure, eventually leading to the discontinuation of the franchise in 2018. However, sales declined in 2016, prompting Mattel to reboot the franchise with a revamped aesthetic and a new fictional universe. Two spin-off toy lines were launched as companions to Monster High: Ever After High in July 2013 based on fairy tales and fables and Enchantimals in 2017 featuring human-animal hybrids. The franchise quickly became very popular among children and was extremely successful in terms of earnings for Mattel it was worth $1 billion in its 3rd year of existence with more than $500 million in sales annually, and was the second best-selling doll brand in North America. Though the fashion dolls were the main focus of the franchise, a 2D-animated web series and 15 animated TV specials/films were released to accompany them, as well as video games, a series of young adult novels written by Lisi Harrison and other forms of merchandise.
The show is aimed at children ages 7-14, the franchise features characters inspired by monster movies, sci-fi horror, thriller fiction, folklore, myths and popular culture, centering around the adventures of the teenage children of monsters and other mythical creatures attending a high school of the same name. Monster High is an American multimedia-supported fashion doll franchise created by toy designer Garrett Sander and launched by Mattel in 2010.
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