History of Monster High in Timeline

Monster High is an American multimedia-supported fashion doll franchise created by toy designer Garrett Sander and launched by Mattel in 2010. Aimed at children ages 7-14, the franchise features characters inspired by monster movies, sci-fi horror, thriller fiction, folklore, myths, and popular culture. It centers around the adventures of the teenage children of monsters and other mythical creatures attending a high school named Monster High.

2007: Conceptualization and Trademark of Monster High

In 2007, Mattel conceptualized the Monster High franchise and filed for a trademark for the name in October of that year. The idea was inspired by young girls' interest in goth fashion.

May 2010: Debut of Web Series

On May 5, 2010, Monster High debuted its web series on YouTube, marking the franchise's expansion into digital media.

September 2010: Release of First Monster High Novel

On September 26, 2010, Mattel released the first Monster High novel by Harrison, featuring Frankie Stein and Melody Carver.

2010: Launch of Monster High Dolls

In 2010, Monster High dolls were launched and quickly became popular, often selling out due to high demand shortly after their release.

2010: Release of "Fright Song"

In 2010, Monster High released the song "Fright Song" by Windy Wagner, along with a live-action music video on YouTube.

2010: Release of First Monster High Dolls

In 2010, the first line of Monster High dolls, including the original six characters, was released. This marked the beginning of Mattel's strategy to launch toys before traditional entertainment properties.

2010: Main My Little Pony Franchise

The 2010 incarnation of the My Little Pony franchise laid the groundwork for the later release of the My Little Pony: Equestria Girls spin-off in 2013, which was seen as a competitor to Monster High.

January 19, 2011: Release of Drop Dead Diary

On January 19, 2011, a Monster High book titled Drop Dead Diary was released, written by pseudonymous author Abaghoul Harris.

March 2011: Release of Second Monster High Novel

At the end of March 2011, the second book in the Monster High series, titled The Ghoul Next Door, was released, focusing on Cleo de Nile.

September 2011: Release of Third Monster High Novel

On September 29, 2011, the third Monster High novel titled Where There's a Wolf, There's a Way, featuring Clawdeen Wolf, was released.

October 2011: Release of Monster High: Ghoul Spirit Game

In October 2011, Monster High released its first video game, Ghoul Spirit, for the Nintendo DS and Wii. The game introduced a "Ghoulify" function for the Nintendo DSi and involved players navigating school activities to become the 'Scream Queen'.

2011: Release of 'Fright On!'

In 2011, the TV special 'Fright On!' was released, marking the transition of Monster High films to direct-to-video formats.

May 1, 2012: Release of Fourth Monster High Novel

On May 1, 2012, the fourth Monster High novel titled Back And Deader Than Ever was released, featuring Draculaura.

November 2012: Release of Monster High: Skultimate Roller Maze Game

In November 2012, Monster High: Skultimate Roller Maze was released for the Nintendo DS and Wii. The game allowed players to compete in the Monster High sport of Skultimate Roller Maze, navigating through a maze of obstacles.

2012: Competitors Launch Similar Toy Lines

In 2012, MGA Entertainment launched Bratzillaz (House of Witchez) and Novi Stars, toy lines that featured paranormal and sci-fi themes, respectively. These were seen as MGA's attempt to capitalize on the success of Monster High.

2012: Peak Popularity of Monster High

In 2012, Monster High continued its rapid growth and maintained high popularity, contributing significantly to Mattel's sales.

July 2013: Launch of Ever After High

In July 2013, Mattel launched 'Ever After High,' a spin-off toy line of Monster High based on fairy tales and fables.

October 2013: Release of Monster High: 13 Wishes Game

In October 2013, Monster High released the game 13 Wishes for the Wii, Wii U, Nintendo DS, and Nintendo 3DS. Players controlled Frankie Stein in her quest to free her friends from a magical lantern by collecting shards of a magic mirror.

2013: Monster High Becomes Second Best-Selling Doll Brand

In 2013, Monster High became the second best-selling doll brand, generating over $500 million in annual sales, despite Barbie remaining the top seller.

2013: Release of "We Are Monster High"

In 2013, Monster High released the song "We Are Monster High" by Madison Beer, accompanied by a live-action music video on YouTube.

2013: New Competitor Dolls Released

In 2013, The Bridge Direct launched Pinkie Cooper, a humanoid Cocker Spaniel fashion doll. Analyst Gerrick Johnson named Monster High and Novi Stars as its closest competitors. That same year, Hasbro launched My Little Pony: Equestria Girls, an anthropomorphized spin-off from the main My Little Pony franchise, featuring human-like versions of its characters.

October 22, 2014: Monster High: Kowa Ike Girls Broadcast

On October 22, 2014, Monster High: Kowa Ike Girls, a series of 3-minute Japanese animated shorts, began airing on TXN's Oha Suta. These shorts were later made available on Mattel Japan's YouTube account.

2014: Decline in Monster High Sales

In 2014, Monster High experienced a decline in sales after several years of rapid growth and popularity.

November 2015: Release of Monster High: New Ghoul in School Game

In November 2015, Monster High: New Ghoul in School was released for Xbox 360, PC, PlayStation 3, Wii, 3DS, and Wii U. The PC version was later de-listed from Steam in 2017.

2015: Astranova in "Boo York, Boo York" and Cancelled Crossover Plans

In 2015, Astranova made contact with characters from Ever After High in the film "Boo York, Boo York", hinting at a future crossover. However, franchise changes led to the cancellation of these plans, with only brief storyboard animatics released on Monster High's YouTube channel as "The Lost Movie".

2016: Monster High Reboot

In 2016, Mattel rebooted Monster High with a new aesthetic and fictional universe to revive declining sales. However, the reboot was a commercial failure.

2016: Weak Sales of Monster High

In 2016, Monster High experienced weak sales, contributing to the eventual discontinuation of the line in 2018.

2016: Discontinuation of Films and Specials

In 2016, following the first franchise reboot, Monster High discontinued its film and TV special productions.

July 2017: Launch of Enchantimals

On July 18, 2017, Mattel launched Enchantimals, a companion line to Monster High featuring animal-inspired humanoid characters with pet companions, aimed at responding to the My Little Pony: Friendship Is Magic fandom.

2017: Launch of Enchantimals

In 2017, Mattel introduced 'Enchantimals,' a spin-off toy line featuring human-animal hybrids as companions to Monster High.

2017: De-listing of Monster High: New Ghoul in School from Steam

In 2017, the PC version of Monster High: New Ghoul in School was removed from Steam, two years after its initial release.

2018: Discontinuation of Monster High

In 2018, Monster High was discontinued after experiencing declining sales over the years.

2020: Revelation of First Prototypes

In 2020, Garrett Sander revealed on social media that the first prototypes of Monster High dolls were made using head molds from an unreleased Mattel doll line and bodies from Barbie collector dolls.

2020: Second Relaunch of Monster High

In 2020, Monster High relaunched with new dolls representing horror/goth film cults, initiating a fresh start for the franchise.

2020: Release of Skullector Dolls

In 2020, Monster High released two premium-priced collector dolls, 'Skullector,' inspired by horror movies It and The Shining, marking the franchise's comeback.

2021: Announcement of New Monster High Projects

In 2021, Mattel Television announced the production of a live-action musical film and an animated TV series for Nickelodeon, set to premiere in October 2022. Both projects aimed to include more gender diversity and LGBT characters.

2021: Launch of New Skullector Dolls

In 2021, Monster High launched a new set of Skullector dolls inspired by Beetlejuice and Gremlins 2: The New Batch, available exclusively on Mattel's website.

February 2022: Maisie Wilen Collaboration

In February 2022, fashion designer Maisie Wilen collaborated with Mattel to create $50 earrings inspired by a Monster High character's style, available exclusively on Mattel's website.

April 2022: Collaboration with Hot Topic

In April 2022, Mattel collaborated with Hot Topic on a clothing collection inspired by Monster High aesthetics.

May 13, 2022: Release of 'Booriginal Creeproductions' Line

On May 13, 2022, Mattel released the 'Booriginal Creeproductions' line of Monster High dolls, a tribute to the original 2010 line. The dolls were initially available exclusively at Walmart and later worldwide via Mattel's website.

May 2022: Reintroduction of Original 2010 Dolls

On May 16, 2022, Monster High reintroduced a doll line featuring reproductions of the original 2010 dolls through Mattel Creations. The demand was high, and the dolls sold out in less than one day.

October 2022: Premier of New Animated Series and Live-Action Musical

In October 2022, Mattel premiered a new animated TV series and a live-action musical film on Nickelodeon, marking a relaunch of Monster High.

October 2022: Premiere of Live-Action Musical Film and Animated TV Series

In October 2022, Monster High premiered a live-action musical film and an animated TV series on Nickelodeon, featuring greater gender diversity and LGBT characters.

2022: Promotion of Diversity in Monster High

In 2022, during the rollout of a new doll line, Lisa McKnight, Executive Vice President of Barbie & Dolls at Mattel, emphasized the brand's focus on inclusion, diversity, and authenticity. This continued to be a key element in Monster High's marketing strategy.