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Rubies acquires Monster High licence

As its partnership with Mattel continues to expand, Rubies has announced the acquisition of the Monster High licence for EMEA in 2023.

The licensed costumes will appeal to young fans of the franchise, especially for next year’s Halloween, due to the strong fashion-led identity of the Monster High brand, as the teenage children of legendary monsters return for a new generation.

First launched in 2010, Monster High encourages children to embrace their authentic selves and celebrate what makes them unique. The brand’s ethos of fostering a more accepting world, where everyone is proud to be their authentic self, aligns perfectly with Rubies’ values.

Monster High as a brand has amassed $2.6 billion in franchise sales since launch with over 150 million dolls sold and 11 billion lifetime YouTube views. The brand also has a new slate coming up, debuting its first live action movie this October on Nickelodeon.

Mike O’Connell, managing director for Rubies, commented: “With the production of our Barbie and Fireman Sam ranges and the recent development of our He-Man costumes, our partnership with Mattel is reaching new heights. We’re delighted to be adding yet another well loved and popular brand to our mammoth portfolio of licences and can’t wait to see what fans think of our upcoming Monster High costumes.

“On top of this, we’re excited to be adding a brand which lines up with our values that we promoted through our products; primarily, being true to oneself and self-expression.”

Ruth Henriquez, head of consumer products, Mattel EMEA, continued: “As we join BLE this week, it’s great to see the extension of our partnership with Rubies with the addition of Monster High. As a brand rooted in fashion and self-expression, we are thrilled to bring this new line of costumes to our fans old and new, as we begin an exciting future for this much-loved franchise.”

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