The leggy dolls of Mattel's Monster High gang are hardly monstrous. But — with fangs, scars and Amy Winehouse-levels of raccoon eye shadow — the goth playthings are second in sales only to their legendary sister Barbie (aka the world's most popular doll).
While the recent vampire and zombie zeitgeist has no doubt paved the road for these ghoulfriends, "The message about the brand is really to celebrate your own freaky flaws," said Mattel marketing rep Cathy Cline. That celebration is certainly working out for Mattel. In three years, Monster High has reportedly become a billion-dollar brand, while Barbie sales, though far from frightening, have dropped.
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