Monster High's popularity grew in 2010. It "was the number one new fashion doll line of 2010," Whitfield said -- and in 2011 Monster High will add new characters and two new books to its roster of affiliated products.
"Mattel will continue to pursue [Monster High's franchise model] with a healthy stream of licensing revenues," Whitfield noted, adding that "greater supply plus added characters and new partners should enhance its contribution in 2011."
"Monster High is the first of a planned series of brand franchises to be offered by Mattel, versus a focus upon toys and commercials previously," she said.Adding to Monster High's expected successes this year will be a greater supply of the line's toys available on the market, as well as licensed products, including apparel, accessories and books. Next ... Transformers
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