It's Monster High makeover time, and partnering with the insights team on qualitative and quantitative research to inform the new creative strategy was a must. Modernize the Monster High logo, minimize the black, adding large pops of neon colors, and soften the character art look. Patterns, colors, and backdrops are established per character for a robust segmentation strategy across mass and collector product/packaging, product, retail, and social.

 

A unique partnership was also formed to produce a limited edition Zomby Gaga doll and package with Lady Gaga's foundation, the Born this Way foundation. Both stand for kindness and acceptance for all monsters!