MONSTER HIGH

Launching a new girls brand and leading fast pace growth was a very exciting time in my career. The core of the brand, “it’s ok to be perfectly imperfect” and “celebrate your differences” was not only socially relevant but an age old delima for tweens and teens alike. These mantras were globally embrace and propelled the brand to instant success. Consumer products reach, spanned across the globe with adults, teens, and kids of all ages and genders. With in 3 years of the launch, Monster High grew into a billion dollar franchise. In order to keep up with the demand for consumer products, we quickly strategized plans to create and deliver on brand and trend right assets globally.

First and foremost was identifying the core values for the entire brand, toy and consumer products. Together we solidified Monster High’s “signature style”. From here, the process of creating assets is lead by the consumer products team. We created the core annual and seasonal guides along with “fangtastic” product design. Next we lead the process of immersing the design agencies and licensees with on brand “signature style” and trend right assets to design amazing products.

MONSTER HIGH CORE GUIDE:  Building a cohesive yet flexible core guide that can cover all product categories to fulfill design needs on a global level is no easy task. With a fast growing brand, we tasked ourselves to continually raise the bar with the level and style of assets we provided for our partners. Below is a snap shot of type of assets created for the annual core guide.  To compliment the core guide,  additional trend packs provide partners with on brand "fast fashion" trend collections as needed by fashion categories and retail specific collections.

SEASONAL TREND PACK:  Complimenting the core guide,  additional trend packs provide partners with on brand "fast fashion" trend collections as needed by fashion categories and retail specific collections. These type of trend packs are extremely helpful for product categories which have high sku count and need seasonal differentiation.  Below are trend pack examples showing a range of trends.

SEASONAL TREND PACK TAILORED FOR WALMART:  We had great success with Monster High apparel and accessories with Wal mart, Girl's floor pad.  Each season we presented new trends to buyer to continue our partnership of delivering fresh trend right products.  

SEASONAL TREND PACK TAILORED FOR K-MART:  With a very successful apparel and accessories collection at K mart, we continually created fresh new assets for K mart collections multiple times a year.  Mood with color palette, trims, embellishments, fabric and graphic inspiration pages.

APPAREL AND ACCESSORIES LAUNCH COLLECTIONS FOR TARGET STORES:  Taking a step out of the norm from using full color character illustration, we knew we needed a fresh artwork approach for the Target consumer. We created a stylized limited color character art exclusively for Target.  You can see in examples how this art style evolved throughout the seasons.

MONSTER HIGH 28" DOLLS:  With the success of the Barbie 28" dolls.  Monster High "Beast Ghoul Friends" dolls were a great addition to the product category. With Mattel I worked on launch for this product. And with Just Play I continued to evolve the design.

28" Gore-Geous Ghouls with  perfectly imperfect fashions, creepy cool changing eyes, and "fangtastic" packaging.

PRODUCTS