Since someone is going to all the MH/EAH groups and claiming that Mattel has announced Monster High a failure and is discontinuing EAH after this year, figured Iād post a link to the actual source (audio and presentations from NYToy Fair), which says NONE OF THOSE THINGS.
http://investor.shareholder.com/mattel/events.cfm
I listened and I watched. Here are my takeaways:
-Mattel has done some reorganization. Monster High is no longer a key brand, but if you keep track of key brands, a LOT of brands arenāt in that list anymore. I think it went down to 5 key brands, which includes lines like Fisher Price and American Girl, which we donāt think of when we think of Mattel.
-Monster High is now in the ātoy boxā brand, along with Ever After High and DC Super Hero Girls(which just got a big upgrade of dedicated space in my local stores). Toy box is considered their āHUB OF INNOVATION BUILDING VALUABLE PARTNERSHIPS LEVERAGING GLOBAL SCALE INCREASING SPEED-TO-MARKETā and is a section of their business they are expecting to grow significantly in 2017
-Monster High was still predominantly featured in most of the presentations, not just the dolls, but the minis and lego type sets.Ā
MH sales were down (no shit; the market was flooded at an unsustainable rate as a reaction to the dolls selling so well no one could keep them in stock) prior to the reboot, which was the reason for the reboot. The reboot didnāt make it all better. Again, not a surprise. But thatās it. Itās still a major brand with a lot of releases coming.
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