Egmont launches Monster High monthly mag

By John Freeman on 6 April 2012

Egmont Magazines has just launched a new monthly title in the UK, Monster High, based on Mattel’s doll range.

Priced £2.99, the magazine will also be launched internationally in all major retailers.

The new title, licensed by Mattel, is aimed at girls between seven and 12 and will be filled with exclusive content, and features on style, school and friendship. Comic strips and fashion and beauty tips will also feature heavily.

Monster High is the latest title to feature in the Egmont UK portfolio of properties, with popular titles like Barbie, Disney Princess, Go Girl, Animal Cuties and We Love Pop magazines.

Each issue will include a covermount – the launch issue has a bracelet.

“Monster High is a bona fide phenomenon and we are extremely excited to welcome this leading girls brand into our portfolio,” commented Debbie Cook, Director of Magazines at Egmont UK.

“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.”

With more than 140 million web views, 75,000 members of the Monster High club and over five million dolls sold, Monster High is now the second best-selling fashion doll brand in the UK and US.

– Monster High web site: www.monsterhigh.com

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John Freeman

John is the founder of downthetubes, launched in 1998. He is a comics and magazine editor, writer, and Press Officer for the Lakes International Comic Art Festival. He also runs Crucible Comic Press.

Working in British comics publishing since the 1980s, his credits include editor of titles such as Doctor Who Magazine and Overkill for Marvel UK, Babylon 5 Magazine, Star Trek Magazine, and its successor, Star Trek Explorer, and more. He also edited the comics anthology STRIP Magazine and edited several audio comics for ROK Comics; and has edited several comic collections and graphic novels, including volumes of “Charley’s War” and “Dan Dare”, and Hancock: The Lad Himself, by Stephen Walsh and Keith Page.

He’s the writer of comics such as Pilgrim: Secrets and Lies for B7 Comics; “Crucible”, a creator-owned project with 2000AD artist Smuzz; and “Death Duty” and “Skow Dogs”, with Dave Hailwood.