The new title, licensed by Mattel, joins Egmont’s girls’ portfolio. Egmont has a proven track record publishing for girls, with 6 successful titles currently in the market; Barbie, Disney Princess, Go Girl, Tinkerbell, Animal Cuties and We Love Pop magazines. Aimed at girls aged 7 to 12, Monster High magazine will be a further extension to Egmont’s girls’ portfolio, and it will also broaden Egmont’s reach as the number 1 publisher in the pre-teen market, says Egmont.
With more than 140 million web views, 75,000 members in the Monster High club and over 5 million dolls sold, Monster High is now the #2 fashion doll brand in both the US and UK (Source: NPD data Fashion Doll Category Feb 2012).
The monthly Monster High magazine will be filled with exclusive content and “fangtastic” features on style, school and friendships. In addition, comic strips, fashion and beauty tips will also feature heavily in the editorial. Each issue will include a covermount, with the launch edition featuring a “dead-stylish” bracelet.
Egmont will be launching the magazine across the UK and internationally, with a substantial digital marketing campaign in support. Locally, Egmont will focus on cross promoting Monster High magazine across print and digital platforms through Go Girl, Animal Cuties and Barbie. In addition to this, retailers Sainsbury’s, Tesco’s, Asda and WHSmith will actively promote the magazine in their stores across the nation.
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 magazine launches as a monthly title on 4th April 2012. Priced at £2.99, the magazine will be stocked in all major retailers.
