Mattel’s official Europe, the Middle East and Africa news site has been updated with a media release revealing that the toymaker’s freaky fabulous brand Monster High is getting a reboot in 2016.
According to a sizzle reel video that accompanied the release, the Monster High brand has been perceived as too dark, too scary and lacked a meaningful message. To change that, Mattel will reboot the 6-year-old brand with a new image that is more colorful, quirky and rallies around the tagline, “How Do You Boo?” The reboot will introduce new packaging, new content and a new–albeit controversial–look to the dolls. Side-by-side comparisons in the video show both Draculaura and Frankie Stein figures will be going less freaky and more fabulous with portraits that drop the gloom and offering a more luminous, friendlier look.
As with any change, loyal Monster High fans have voiced their displeasure with Mattel’s decision to reboot. Some fans have gone as far as starting a petition on change.org requesting Mattel not deviate from the current look, citing the brand’s message that “imperfections are scary-cool and embracing everyone’s differences is encouraged” is being compromised for the notion that one needs to change oneself if others don’t like you.