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Mattel conducts Monster High launch campaign

Toy company Mattel has begun a marketing campaign to promote the launch of its Monster High product line in Canada. The initiative, aimed primarily at tween and teenaged girls, was developed by TrojanOne, with public relations support from GCI Group and media buying from Carat. Launch activities consist of retail promotion along with a 12-week online campaign including a series of 15 YouTube videos and a website at <>. "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," said Imran Choudhry, director of consumer engagement at TrojanOne. "A new, edgy franchise like Monster High 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 High, they help bring these characters to life."

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