‘How Do You Boo?’ This is the new slogan for the new Monster High reboot. It doesn’t make much sense to me now…Let’s see if we can make sense of it later…
As of summer 2016, following the Welcome To Monster High movie, Mattel (the company that produces Monster High) decided to give the go and have the MH franchise rebranded, rebooted, revamped (however you want to call it). The new “reboot” also comes with a brand new story retelling the origins of the MH series with a few new characters and some returning ones. In particular, the main crew, except Ghoulia and Deuce, returned upon launch of the new reboot with new face molds, brand new fashions, and other characterizations.
The biggest question many Monster High fans have is: Why try to reboot an already successful brand after only SIX YEARS? It is the question that plays on my mind as well. It baffles me how Mattel, when the brand is at its height, in such a short time frame, even thought this would be a prosperous business idea. What demographic research have they been studying?
Despite the fact that I couldn’t fathom the idea of a reboot at this point, I still took my time creating this review of the product, thinking maybe I should give this a chance. I gave it a chance, and so far, this reboot fails to impress me.
So, right now, I’m going to let Mattel have a voice. Apparently, Mattel had these things to say:
“A bona fide pop culture phenomenon and a massive global franchise in over 60 countries Monster High is ranked as the third biggest fashion doll brand a $1 billion franchise annually and a top 5 global property for girls! Monster High empowers girls to express their individuality and form friendships that last beyond a lifetime.”
Great, we know this, and this is why we’re confused about the necessity for a reboot…
Now entering its 6th year in the market, in 2016 the brand will embark on an exciting new chapter to maintain its relevance to the ever changing consumer. As an exciting disruptive everygreen brand Monster High will continue to represent via the monster metaphor what it means to be different, unique and empowering girls to be themselves as Mattel leads the way in creating, maintaining and driving strong girl empowerment brands.
“exciting disruptive”…Hey, that sounds just like the Bratz’s producers (MGA) at relaunch….right before they failed to be disruptive…
Apparently, Mattel’s reason for changing the new Monster High dolls was so the brand can be “relevant to the ever-changing consumer”. This could mean two things.
First, it could mean they want to appeal to a new generation. In my opinion, it wouldn’t make much sense to reboot the brand just to appeal to the next generation as the old Monster High is still pretty relevant to kids today…After all, this brand is just six years old…But maybe they see the brand as having a different meaning than it did in 2010 at launch…
Second, it could mean that much of the Monster High fan base have been expressing their boredom with the line and Mattel wants to make it “relevant” to these “ever-changing” consumers.
I’m likened to believe that the real story is that they started Monster High to be a competitor to the Bratz dolls and capture the tween audience when Bratz were removed from shelves. Now that the edgy trend is dying, and Bratz became a thing of the past, Monster High’s old image and story is no longer “relevant”. But that is just my theory…
The key elements that make the brand disruptive will remain but now infused with more play in the product whilst adding renewed focus on the core characters and stories as well as marketing what the brand stands for. The brand will have a fresh new look with new contemporary colours and graphics whilst still incorporating the iconic signatures that make the brand unique and relatable to the core audience of 6-10 year olds.
Supposedly, they said they wanted to keep “key elements that make the brand disruptive”. So far, I don’t understand what they are talking about. Are they talking about the fact that at least they will keep them monsters?…That’s the only thing that makes this brand disruptive anymore.
Monster High was originally designed to capture the tween audience. After all, Garrett Sanders made the doll franchise after observing tweens and teens shopping at Hot Topic. And it has been popular among girls 10 to 14. It’s pretty obvious that Mattel has shifted their demographic focus from the tween audience to the kids with this reboot (the same mistake their competitors at MGA made). This is probably why so many people are complaining. There are many Monster High fans that are over the age of 10! It’s almost as if Mattel forgot who they directed this brand to in the first place. The new reboot looks like it’s made for kids.
They also claimed to focus on the core characters, but they didn’t relaunch Ghoulia as one of the main core characters…In the original, she was one of the core characters. Her name is even in the original theme song.
If they mostly focus on the core characters, it also means they don’t really plan to bring any extra character stories to the table. It’s probably because fans have been complaining about Mattel regurgitating new monsters all the time without focusing on the dolls they already have within unique doll lines…
The brand will also launch an exciting new multiyear brand campaign and new consumer rallying cry “How Do You Boo” encouraging consumers to embrace what makes them unique and share how they Boo. Working with celebrities and brands spokespeople the campaign will communicate what it means to boo, to be yourself and start a movement encourage girls to do the same.
So, Mattel explains that the new slogan “How Do You Boo?” is supposed to encourage us to embrace what makes us all unique and to share that. But Monster High always encouraged people to embrace what made them unique before they changed to this cheesy slogan. So why this slogan? Still no answers. I don’t get what this slogan is supposed to mean..How is “Boo” relevant to embracing what makes us unique? Are they asking how we scare people? Are they asking about our own special “scare”?
Maybe it’s supposed to go over well on Twitter…
So far, you can already tell where this reboot is headed and you probably can guess I’m not a fan of it.
Upon rebooting, the MH look very different from their original counterparts. The Monster High dolls are no longer the glossy eyed freaks of nature that haunted the shelves of every store…No…They are now doe-eyed little monsters that hardly seem as if they could haunt anything. In fact, to refer to them as haunting is laughable…
Let me compare the old dolls to the new to show you all the unique differences between them. Let me know if what I’m seeing is just my imagination. In my opinion, the Monster High dolls look more like Elementary School kids now instead of saucy teenagers…
Some people like the cute look better, just like they liked that “anime” that came out.
Let me just be honest: this reboot smells like a failure to me. I’m pretty sure it’s a failed attempt at competing with the Disney Princess line. With their old Bratz competitors out of the way, I’m sure Mattel is less interested in keeping up with the outdated edgy trend and more interested in keeping up with the Disney Princess/Frozen/Descendants franchise that is getting the attention of consumers these days. Keeping that in mind, while I find the reboot to be laughable…I’m not at all surprised that the reboot happened this way and so soon. In fact, I predicted that Mattel would eventually run out of a way to keep MH interesting and would maybe have to reboot the whole thing eventually.
And considering how Mattel is not the kind of company that cares about originality, diversity, or anything else unless it is a selling trend (which is also something I had mentioned at this article 14 Ways Mattel Can Screw Up A Doll Line), it also does not surprise me that the Monster High dolls look more like little monster Barbies. After all, the same producers of Barbie created the Monster High. I’m surprised anyone is surprised about the outcome of this reboot, considering this fact.
I want to talk about which parts of the reboot I liked and which part I didn’t…
But I’m going to be honest with you…I haven’t quite found a whole lot of things to like about this reboot.
Monster High’s Doll Features
Monster High’s newest dolls, as I’ve explained before have changed…Honestly to the point that it seems like a totally different line from Monster High. It is hard to believe they are called Monster High. When I look at these dolls, none of them actually look like Monsters. Seriously, they look like…well…normal little girls. Seriously, Mattel? The one thing that made MH unique, you take it away? What business sense does that make, exactly?
One of the features that are distinctively different (and disgusting) is their eyes. Their new eyes give no sense of personality or attitude. They just look like a bunch of goo-goo-eyed girly girls made only to stand there and look cute. There is no message behind them; no depth or mystery. Just enlarged eye pupils that scream “we’re kid friendly”.
Other parts of the new features of MH that seem to be lacking are the details and quality. Let me use Frankie as an example. Frankie had one of the most detailed bodies, with the various stitches made to seem patched to her skin and the bolts aligned with the detailed patch work right on her neck…But now the patchwork that was so nicely constructed on Frankie’s neck looks like someone put a bunch of stickers together. It hardly looks like patch work. And poor Lagoona Blue. Her old doll had webbed hands to represent her water monster greatness, but now her fingers are just your average fingers with no distinction from any of the other dolls. Skelita Calaveras’s new look is what troubles me the most. For a skeleton…she seems to have a very fleshly face in comparison to her old look which maintained a bony structure. Observe.
What really takes away from MH’s monstrous look is the articulation of the dolls; they hardly have the monstrous body articulation the originals had, neither are the articulations distinct from one another.
Maybe this all has to do with budget cuts? Quality sometimes decreases when a company is struggling with a line. But seriously…The big doe-eyes were quite unnecessary.
Can I also mention how all the dolls upon reboot have pink lips now? Thank goodness Deuce is supposed to be a guy who is uninterested in make-up, otherwise he also would have pink lips like all the rest of them.
What message is Monster High trying to send by making the monsters look “normal”? Well considering the slogan is no longer “Be yourself, be unique, be a Monster” or “Freaky Just Got Fabulous”, I guess Mattel no longer cares to promote such values any longer. They care more about how someone “boos”…whatever that means.
I got the hint from reader discontinuedtoylines regarding why they made such drastic changes to these features. And it was just as I feared: the soccer moms have struck again.
Apparently, monster high was too “scary” for children (though the original target demographic should’ve been old enough to understand how harmless these dolls are). Some parents really thought this doll was designed for their 8 year old child, when the original target age was 10 to 14. That being said, Mattel couldn’t risk getting on parents’ bad side, not in this declining market. I guess they had to sacrifice a quality doll line just to stay in parents’ good graces.
Monster High’s Doll Clothing And Accessories
The main appeal of Monster High was their freaky fabulous fashions that were made to accentuate the monsters in various unique ways. The outfits usually had just as much details as the body, and the accessories are always to die for. With the reboot, while the outfits are not typically hideous, they are simply uninspired and ordinary compared to the original outfits for most of the lines. There’s no pizzazz and the detail has been downgraded, especially when it comes to the accessories.
Let’s compare the relaunch with the original launch, shall we?
In the original launch, each of the girls have their own style and flair. They have accessories that simply bring out the best in each outfit. Not one part of their outfit resembles the other, which shows that the monsters are very different from one another both by personality and monster hybrid. The patterns do a good job in captivating each monster, letting us know which monster they are while still making them look fabulous. Now let’s look at the new monster high reboot.
The new monster high dolls for the 1st wave of the reboot have a lack of interesting and diverse clothing accessories in comparison to their original dolls. To add, look at the patterns. They do not give me any indication as to which monster any of them are. For example, Cleo looks like a tree monster to be sure. Clawdeen looks like a leopard or a cheetah. Seriously, look at her pants. Leopard/Cheetah print? I thought she was a werewolf…or is she now a werecat? Of all the outfits presented, Draculaura (who usually had one of the most adorable pieces in the line) has the ugliest outfits in this reboot. Compared to her original look which was just spooktacularly vampirous and cute at the same time, the way her outfits are put together now are simply just tacky. I should also mention that Draculaura and Frankie have basically the same shoes on in different colors with the first wave of the reboot.
Most of the other lines (besides Shriek Wreck) resemble this 1st wave reboot. Most of them are boring enough to literally make me yawn. I think the most disappointing of all of the MH reboot doll lines was Monster High’s Electrified line. You would think that more would be electrifying about these dolls besides their hair…
Of course, there was one line that stood out from the rest. Of all the lines set to be released for the MH reboot, Shriek Wrecked has given some good fashion details…
In comparison to MH’s past lines, however, it lacks a lot of sass. The fashions are really girly, lacking the edge that MH’s past lines had.
As you can see in the above Skull Shores line, the original MH looked sassier and more grown up in the past. While in the Shriek Wreck line, they look much younger. And don’t get me started on the quality; painted on gloves for Lagoona is not a good sign.
And for crying out loud, will Mattel just cool it with the pink?! JEEZ! Monster High has gotten so pink, it’s sickening!
Still, Shriek Wreck is the best to date. It’s just not interesting enough to turn my head. I’m just not interested in buying any of the dolls (I would’ve gotten Rochelle had they not given her painted on gloves).
The lack of sassiness and diversity in the new dolls’ appearances could have something to do with the “feminist” movement. On Bit**Media, a feminist website, an article was written by feminist Deb Jannerson about how much she disliked the Monster High’s makeup and clothing, claiming they were “hypersexualized, heavily made-up dolls with über-Barbie proportions”. I’m sure there are more feminists out there who think the same way.
Feminists tend to hate anything that appears to them to be overly “sexualized”. They don’t often see how an empowering female can appear in diverse ways. It’s gotten to the point they seem to lack an imagination entirely and can’t see how the dolls resemble “cartoons” rather than real humans. And they aren’t even MEANT to be human!
Seriously, hasn’t anyone else noticed how long the skirts are in comparison to the originals? That smells like the feminist agenda written all over it. It’s that “agenda” that encourages doll companies to make their dolls look more like “normal” girls. But for fans, who fell in love with monster high because they were NOT normal, because of their short skirts, the make-up, the glossy eyes, the things these feminists call “hypersexualized” and “heavily made-up”, the details are what made Monster High an edgy and scary cool work of art. With this reboot, all of that has been taken from Monster High, making them look more like scared little girls. I’m not going to say all feminists feel this way. But even a small group of feminists who feel this way have a way of forcing their beliefs on various doll companies, television or movie industries, and book publishers. Do not underestimate the damage the feminist movement can do.
Now, I know what you guys are thinking. ‘Well, they might give more detailed fashion lines in the future like Shriek Wreck, so let’s not jump to conclusions’, right? You’re probably right. There are other lines that have to be seen. But so far, even some of the other future releases that I have seen after Shriek Wreck left me unimpressed. Nothing has motivated me to want to buy any of the new MH releases this year or next year. Absolutely nothing.
Monster High Story: New Story And Characters
So aside from the doll relaunch, a brand new Monster High story was born. Meaning the story that was once Monster High is no longer its story. Remember when Frankie was the new girl at Monster High after being born just a few days before attending the school? Well, yeah, that story no longer exists in this new reboot. All the movies and TV specials that came out, fleshing out the monster high characters, you might as well toss them because none of the relationships and situations that were in the original stories are relevant now.
In the old story, Monster High was an already established school. Mistress Headmistress was the strong empowering female leader of the school in the original story. In the original story, it was a normal school like ours, except everyone who attended were monsters. But now that story has been changed. In the new story, it is Draculaura and her father who turn their home into what we know as Monster High. Mistress Headmistress has been replaced with Draculaura’s father, a male figure (How peculiar for Mattel to do this during a modern era for women. And what this also means is that Mistress Headmistress may no longer be a character or doll in the future MH series). Anyway, the school is now a boarding school and all the ghouls live with each other in this school. Yep, no one has unique houses that they go home to. They just all come to this one school and live(I wonder how the playsets will look…).
Also, in this new reboot, Mistress Headmistress is not the only character that has failed to be apart of the new series reboot. In the original series, Clawdeen had two sisters and an older brother (along with a few other siblings). In this reboot, however, she only has little brothers. What does this mean for the future of Clawd, Howleen, and Clawdia (Clawdeen’s siblings in the original story)? It may mean that we may never see these characters or dolls in the future.
And with this reboot, Ghoulia is replaced by a new zombie character known as Moanica D’Kay. Unlike Ghoulia (who speaks zombie language), apparently Moanica speaks like a “normal” person (I guess Mattel really wants to put more emphasis on being “normal” and how great it is). And with an added touch, this new character’s signature color is none other than the color PINK…
Also new to the stage of new characters, Spectra is replaced with the character Ari Hauntington (which I’m pretty sure is Ariana Grande in monster form). It’s quite interesting because Spectra’s name was going to be Von Hauntington originally.
Ari is a typical Mattel character. She’s girly, shy, and she sings. Typical recipe for selling points, right? Not to mention she can also solidify herself into a popstar named Tash. And let me say that her other form looks just like Barbie. (I predict that Ari Hauntington’s human form may also have a doll…she looks like a “seller”). There are also some new characters that were introduced in the Welcome To Monster High movie such as Raythe and the Skeleton Boys, Skelly and Bonesy.
So, what do I think of the story change? I personally don’t see why it was necessary. Sure the movie animation was nice, but the new story feels less relatable compared to the original story. To add, I hate how the story butchered Clawdeen’s family…
Did anyone else notice that the males in this series seem even less relevant than they did before?
And it isn’t just the story, but the look of the webisodes that have had a change. Normally, I typically like stop motion and Monster High’s stop motion would actually be pretty good. However, only the characters had their original face molds. To add, when I compare stop motion webisodes with MH’s cartoon web series, I honestly like the cartoon web series better.
One reason I prefer the animated web series is because the stop motions only make use of the characters that have dolls. Therefore, there is limited characterization within the web series. That also means most of the characters will be females (because naturally most of MH dolls are female), most of them will consist of the main characters without showing their interactions with other characters, and there may not be much story in each episode in comparison to the former webisodes.
So, the new webisodes will not do much as far as fleshing out the characters’ personalities and relationships. This bothers me a bit because the webisodes were originally really good at showcasing Monster High’s diversity. Even though not all of the characters had dolls from the web series, they were still very entertaining to watch. After the first few watches of the stop motion series, I honestly lost interest in watching anymore. Its only entertainment value lies in the fact that it is stop-motion, a cool way to bring animation to inanimate objects. But it is not something I would enjoy following for the next few years to come.
What bugs me even more is the change they made to the webisode animation style caused Mattel to cancel “The Lost Movie”, the movie that was supposed to be an animated crossover between the Monster High Characters and the Ever After High characters.
To see what “The Lost Movie” looked like in its early stages:
It’s ironic that they used the same marketing tools that competitors MGA used for the relaunched Bratz. The Bratz flopped after such awful marketing strategies. Mattel is following them right into the fire.
Overall, the new Monster High reboot may be perfect for children 8 years and younger. After all, the girls look like cute little 7 year olds, the clothing is age-appropriate, and the web series totally relates to little kids (including a webisode in which the girls in stop motion learn how to ride a bike for the first time. EVERY kid can relate to that)! Best of all, none of the girls have icky boyfriends (little kids hate that stuff, right?). And at last, parents may be pleased to see that Monster High looks “normal” and feminists will be pleased to see that MH dolls no longer objectify them by wearing too much make-up and almost all the skirts go to the knees…There is absolutely nothing daring about what they wear, which is a win for both parents and feminists alike, right?
But for some people who are tweens, teenagers, and adult collectors(the actual consumers), this reboot may be seen as a serious joke. I’m one of those collectors who find this reboot to be one of the most laughable doll reboots in history.
Leave a comment in the comments’ section below and let me know what YOU think about the new Monster High reboot. Do you love it or is it going in your failed reboot archives, like it is going in mine?