PLAY: These will be available next month
KUALA LUMPUR: MATTEL Southeast Asia Pte Ltd will unveil its new Monster High toys, a popular brand of fashion dolls, to toy stores in all major shopping malls next month.
Inspired by the characters in the Monster High novel series written by Lisi Harrison, Mattel Southeast Asia Pte Ltd brand manager Kelly Yip said the company wanted to bring to life each character from the book which reflects the lives of pre-tweens and teenagers through a smart, quirky and humorous storyline.
Yip said the book revolves around the lives of a group of teenagers who attend high school.
Among the legendary monster characters are werewolves, zombies and Dracula.
"Pre-tween girls will start to feel conscious about their body shapes and image.
"So taking a leaf from the book, the key message we want to put across to them through our toys is that no one is perfect, that everyone of us has flaws, and that we need to learn to accept our imperfections.
"Even if the toys depict monsters, they are lovable,"
She hopes that with the company's tagline, "Be Yourself, Be Unique, Be a Monster", it will be able to inspire children to express their individuality and embrace their flaws.
Monster High was launched in 2010. It is now one of the top two fashion doll brands in the United States, Australia, the United Kingdom and other European countries.
"Following the growing popularity of these toys in over 30 countries, we will promote them online, as well as other platforms in the country," she said, adding that Mattel will introduce its doll brands to India and China as well.
The toys are priced between RM79.90 and RM99.90.
For more information about Monster High toys, visit www.monsterhigh.com.