Monster High is a fashion doll franchise released by Mattel in July 2010

The characters are inspired by monster movies, Sci-fi horror, and Thriller fiction therefore distinguishing them from most fashion dolls

The key of this license success is:The desire from the little girls to have dolls they used to have (cf. Barbie) but are only "for older girls"

A dark and not that scary universe with a continuous touch of humour

The little girls want to be considered pre-teenagers and would like to share the same centres of interest as the teenagers (cf. Twilight, Harry Potter, etc.)

The refreshment of the classic doll toys

The refreshment of the beauty standards. Beauty is not perfection with no scars and a perfect make up.