New Monster High face, packaging and concept

I’m not a Monster High collector but I have several friends that are and they all are very angry at Mattel for changing the entire look of one of their most popular lines. Yes, Monster High is getting a reboot in 2016 with a brand new sweeter face, a new packaging and new… Well kind of everything.

New Monster High face

New monster high packaging

Here is the official (I think?) video that announces these changes.

As I already mentioned I’m not a collector so I can’t really have a very objective oppinion so I would love to hear yours.

Later edit: This is the official Mattel statement.

59 thoughts on “New Monster High face, packaging and concept

  1. It’s a very frustrating change for most MH collectors, for sure!

    I personally don’t like them at all and I’m not sure I’ll be buying any of the new dolls… in the past I have bought every doll from most of the lines but this new direction is the exact opposite of what drew me to Monster High dolls in the first place! For me, the appeal of Monster High was that it was completely different from anything else in the doll aisle: black boxes, unique themes (skeletons, ghosts, werewolves, etc) and the dolls had faces that made them look like elegant teen monsters.

    The new faces look like the “kid sister” versions of the original dolls. They have none of the edge, none of the maturity, none of the ‘chic’ look that made Monster High such a stand-out on the shelves in the first place.

    I don’t get why Mattel would want to strip everything that made Monster High a stand-out away from the line. As a Monster High collector, the difference between the old and new faces is just mind-boggling. To make a Barbie comparison: it would be like if Mattel started using the most recent playline Barbie face for the Silkstone dolls.

  2. I hate it all together, they dont even look like mh anymore, they look like Chelsea. Goodbye Monster High, you will b missed :(

  3. I have to admit, that while I don’t ‘collect’ Monster High, I did like the way they looked, very ‘high fashion’. Anyone who thought Monster High was ‘dark’ or ‘scary’ must (1) never have actually ‘seen’ the dolls, (2) must have lived in a totally ‘monster free’ environment (aka no ‘groovie ghoulies’, no ‘Scooby Doo’, no ‘Sabrina the teenage Witch’, and no ‘Rudolph the Red-nosed Reindeer’) (3) Must be over the age of 65, (aka I don’t want anything to scare my gran-babies, they’re just so precious). If Mattel should have learned ‘anything’ from Barbie its this: You can’t please ‘all’ of the people ‘all’ of the time! If you’ve got 60% of the Market, stop reaching for the other 40%, or else, design another doll line for them. Let them get Ever After High, or Superhero High, or Luna High, or Celestial High. I think I know what’s behind this, though. Its all those rather ‘saccharine’ reinterpretations online. If you go to pinterest or etsy, you can find all kinds of repaints of Monster High, with those wide, baby doe eyes, just like the one pictured here. Ugh, forget it. If Monster High is about accepting people for who they are…then Mattel just blew it.

  4. If this was being posited as a ‘My First MH’ sub-line to draw the attention of younger girls, I could see it as a sensible move. But this is all but deliberately pushing away older kids. (not to mention alienating their small but faithful collector base) Not good….

  5. Personally, I have always found MH dolls a little creepy, especially compared to EAH. According to the statement from Mattel, this was a concern from parents and possibly younger consumers, so this is why they are making the change. Either way, MH is not for me, so I will not be buying the new dolls either.

    1. they are suppose to be creepy. thats the point of the MONSTER in them. thats why the made the ever after line to begin with. so they could appeal to the other side of the population who isnt into the monster theme. to be a little cutesy. im 23 years old and was introduced 2 monster high a couple years ago by my little sister and now my collection exceeds hers by over 100 dolls. and they are my most prized items. if parents dont want their kids having them then they can get them the other dolls. easy as that why change something thats already out there instead of just adding to one that is already that way.

      they made monster high so girls would feel its okay to be different, be you, unique. accept your freaky flaws but now theyre basically saying to change who you are because others arent happy with you.

      1. U r so right i like ever after high and monster high so i get both words and i think that they are both very pretty (?catty?) my mom dose think that monster high is creppy and ever after high is better but she knows that i like it so she gets them for me and i am so mad at mettel bc i just got into monster high i thought that they were scary monsters but my friend got me into it but her mom got her out if it bc she did not like that they were imodest now she dose like the rebot but i still hate it

    2. My four year old loves them! She has never found them creepy or weird just awesome. If parents think they are creepy then buy them Barbie dolls or Disney princesses but to assume all little kids are scared by them is ridiculous!

  6. Also, I think as adult collectors, we forget that Mattel is a children’s toy company, so naturally they are going to cater to children, or at least what they think children want. Until there is an adult collectible company that focuses on creating the same diverse line-up as Mattel, but marketed solely for adults, we are just going to have to tolerate these kinds of changes.

  7. I´m not a collector, must say, so i don´t actually care much about all the “new face” drama, i buy the dolls only if they are cheap and use them to make clothes and stuff like that.
    I´ve got to say that i´ve never understood how on earth is heavy make up and false eyelashes related to all that “being yourself” thing. I mean, i like the sculpture behind the doll, the design of the characters, the fact that they make dolls with horns or just one eye… but let´s be honest here: these dolls have all “perfect” bodies, with super long legs and tiny waists, and faces with small perfect noses and plum lips… painting them with heavy dramatic eyesadows has NOTHING to do with “accepting people for who they are” imo.

  8. Seriously Mattel? Are u not looking at sales? Did anyone in ur marketing department not go to business school? If a product is doing beyond well- leave it alone- you don’t change it! I know there probably are parents who don’t think monster high is appropriate but the sales and the sparse toy shelves are telling a different story . You can’t scoop up every single parent – but they have enough that are supporting the brand. Change it in an adverse way and u may scoop up the naysayers , but I will also loose a consistent fan base. It’s a huge risk and one that may not only effect sales but confidence in the product. So if the new faces bomb, will fans who turned away be convinced to return to a product that abandons their stylistic visions so readily ? I don’t know- I love monster high but Mattel has already damaged my confidence in Barbie and now, MH. It seems that whomever is in charge is making some bad decisions . I imagine that it must be someone who doesnt quite get the appeal of dolls. Maybe it’s someone who worked solely with action figures or hot wheels. Whatever the case, I think Mattel is making a very risky move.

  9. I love the new look and the change. Change is good, without change we cannot evolve and remain stagnant.
    The new faces looks more like the cartoon now. My younger nieces do not like current monster high because they
    look oversexy and creepy. We must remember that Monster High is created for younger children not for
    adults or older teens. I’m all for the change, kudos to Mattel for listening to their younger consumers!

  10. I’ll he honest, they don’t look that different, if anything, to me the face paint place some personality into the dolls, it’s not like their personality aren’t as basic in the first place, MH has been really boring lately to me, very few dolls interest me and it certainly isn’t doing well on some countries, they have some really REALLY old dolls that doesn’t sell well,, it sold well enough the first time they came out but it starting to die down

  11. I’ll he honest, they don’t look that different, if anything, to me the face paint place some personality into the dolls, it’s not like their personality aren’t as basic in the first place, MH has been really boring lately to me, very few dolls interest me and it certainly isn’t doing well on some countries, they have some really REALLY old dolls that doesn’t sell well, and even has a discount that is up to 70% it sold well enough the first time they came out but it starting to die down

  12. I don’t mind it very much. The last monster high I bought made me want to puke; I have 17 monster high dolls, I found it to be too much since they’re no big difference between one another and they’re are quite big. I wanted to buy Elle Eedee but I know it would make puke. I hope mattel will keep the original look and the appeal to adult collector in the form of the 40cm double jointed dolls, I want Spectra, Holt Hyde and Elle Eedee in this size.

  13. I don’t like the new changes to the Monster High Dolls they will have in 2016 if they re like this I will refuse to buy them

  14. Way they want to monster high be like barbie dolls they are biutiful laik they are
    I LOVE OLD MONSTER HIHG I VILL MISS YOU

  15. I think they are thinking ANIME DOLLS!! MY NIECE AND HER FRIENDS ARE NOW INTO ANIME AND LOVE THOSE TYPES OF EYES! THIS IS MARKETING! THEY WILL GO WHERE THE KIDS ATTENTION AND THE MONEY IS!!!

  16. I think the new faces are cute and resemble the way the characters look in the movies, but I can see why people are upset over it. It is quite a drastic change. First they changed the faces on Barbie, then Ever After High and now Monster High gets the same treatment. The old adage “If it ain’t broke, don’t fix it” springs to mind.

    I can’t help thinking that it’s a bit ridiculous that Mattel can put in all this time and effort to retool a line, yet they can’t fix simple problems like finding a better way to root the doll hair without stuffing the dolls’ heads with sap-like glue that inevitably leaks out. Why don’t they fix that first and then see how their sales go? I stopped buying Monster High & Ever After High because they would leak that nasty glue and I didn’t have the money or the time to either reroot them or pay someone to reroot them all for me. If sales on MH are sagging, I would bet money it’s because they look glue and not because they are too scary.

  17. My daughter is really into monster high. Since she was 2 she loves monsters (she never was interested in princesses or barbies). I didn’t get her the dolls at first because I wasn’t sure what my mother in-law or grandmother would say, even though every time we passed them at the store she would say she wanted one (them being from a older generation, saying monster makes them cringe), she would walk right past the barbies. I personally thought they were cool looking and would have loved them as a kid if they had been around, but when you’re a mom sometimes you have to take account other loved ones. We one day saw one of the movies, upon seeing and hearing the message the dolls had the next day I bought her one. Be yourself, everyone is different, except others and their differences is a message I think is important especially today. I asked my daughter her opinion on the new dolls, especially since she is who they are intended. She said she liked the originals more, asked why they would change her dollies. If this is a permanent change I don’t think we would be buying anymore and that is a shame, she really loves her monsters (and ravens from EAH only one she is into). So please Mattel don’t permanently change my little girls dolls.

  18. I love monster high I have almost 100 dolls but I really don’t like the new faces of monster high dolls. Why would Mattel change them they were perfect the way they were. They look like anime monster high dolls. Draculara looks like a plain white girl with fangs and they don’t even have killer fashion anymore. They look like kid monsters. I guess monster high is not my fav anymore. I like the original monster high dolls better.

  19. I have been a fan since the true beginning. I have been by Mattel’s side for so long. I had even heard Monster High was originally for teens! I loved the realness and high fashion. They also acted like teenagers. It’s makes me so sad to see it’s true message go. As a long time fan and collector I’m upset to see my old 10 year old self go from back then. If this is truly is happening I’m going to have to “graduate” from MH.

  20. About the custom face ups: people don’t do these because they don’t like monster high. In my opinion, I like the molds of the dolls and how they open the door to creativity. I love the original monster high dolls and it would truly be a shame to see Mattel change this. If you want to make it more kid friendly, why not just do younger sisters of the dolls, rather than completely changing the look of monster high? You’re never going to please 100% of the customers you make dolls for, but there’s no need to redo everything and ruin it for the 60% that love it so much! By completely changing monster high, you’re putting yourself at risk for losing more business than you intended.

  21. Same thing happened with littlest pet shop,they made the new version like scarey cartoony.I have 6 grandchildren who love monster high and littlest pet shop but because of the changed look on lps they don’t collect them anymore.It will go the same way with the monster high.:(

  22. LIST OF MATTEL’S RECENT MONSTER HIGH MISTAKES (PLEASE ADD MORE!)
    1) Changing the look of an already extremely popular doll line for no obvious reason.
    2) Trying to turn a popular doll line into a live-action movie even though CGI movies are very popular.
    3) Ever After High – we all like it but apparently nobody else does. “The Roper’s” of doll lines.
    4) Failure to support toy merchandise based on popular doll line (i.e. Monster High Monster Maker).
    5) Failure to respond to customer service emails regarding toy merchandise (yeah, they didn’t!).

  23. This is NOT okay. My daughter has been a fan of the dolls and got her first one at 5 yrs old. She’s now 11 & still loves them, until now. We are both very disappointed. They don’t look unique anymore. They look like a cross between Barbie & Bratz. She always loved them because she said they taught her it’s okay to be different from what society expects you to be. I really don’t think we will be purchasing anymore dolls, but I’m happy she still holds onto the many she has now. WTG Mattell.

  24. To be honest, I am not sure how I feel about the changes. To me, just by looking at the images above, they got a cute “I want to fit in” look to them, not the in-your-face “I’m different, so there” attitude that I prefer. But until I actually see the new dolls in person, I will reserve judgement. I do understand that Mattel may feel the need to refresh the brand — I recall how popular Bratz was years ago, and I am pretty sure the brand isn’t as popular today. There must be something that Mattel sees (or think they see) that we don’t for them to initiate the change. I will miss the freaky Monster High dolls, but I will wait until I see the new ones before I decide if I like the look or not.

  25. I hate the new faces and i hope its a bad joke! ill not buy any of them anymore if it comes to be true. A shame. I guess who complained about them they never saw actual creepy. And lets be honest that damn child you try to protect from “creepy” dolls will wake up from the childhood and be sure in this world whatever you tried to protect will dissapear like it never was.

  26. People need to get over with it .i can’t understand why people making a big ass deal about the new faces . I love the changes the change barbie playline faces every 5 or 7 years. Get over with that petty stuff .example 2006 Chevy Malibu to a 2016 one.

    1. It’s because it’s changing the whole premise of being yourself and not being scared of your flaws. They look like bratz and Barbie’s had ugly kids together. They’re changing what made them unique and it’s very disappointing.

  27. I don’t think Mattel is taking a smart decision changing MH design.
    I am an Italian mom of a 5-year-old girl who loves MH dolls.
    Actually she loves both Disney princesses AND MH…that is she doesn’t find MH scary at all. It is just that children loves all about fantasy realms, not just the good characters, but also the evil queens, ogres, dragons and all the other fairy creatures.
    As an adult I find them interesting but not too creepy (no blood stains or bullet holes, etc)
    We love the fine details and clothes that make each doll unique.
    New faces make the dolls seem numb and the clothes and accessories seem less accurate than before. Even my daughter realized it, so I think we won’t get any reboot doll.
    Probably Mattel wants to gain in the long term, because they are going to loose their affectionate clients ( by the way, adult collectors spend more money on dolls than every average mom who buy toys for her children ;-)

  28. These were the only dolls I, a seventeen year old, could collect but now they are cheap looking. Way to go Mattel, you had a doll line for the girls who didn’t want the typical pink princess doll and trampled all over. For possibly killing Monster High, I hope their sales crash. Maybe then they’ll realise how good they had it.

  29. Awesome! I’ll save hundreds if not thousands of dollars a year, because I won’t be buying these new dolls for my daughter!

  30. I do not like the new looks. In the new movie frankie looks like a demond. How do you boo? That doesnt even sound like monster high. I am a 12 year old girl that loved monster high since i was in 2 grade. My sister is a 10 year old and has loved since 1 grade. I hate yhe new faces so much that if i buy on i will rip all th bodie parts. The original let you be yourself. Now the new one is just showing you to change your look. Mattel no affense but your going to loose your buisness real soon. Freaky is the new ccool. It is very heart breaking to see it go. We are original not my little pony!!!!!!!!

  31. Hi guys i am cunected to a petition that i found yeasterday. Ifbyou go to that petition that is owned by april lilly. If you go there you could help us get 15000 supporters and we are close. This oetition is to help keep th original dolls forbmonster high.

  32. How can anyone say that MH dolls are scary is beyond me. They are beautiful, unique and original – everything I try to instill in my daughter about herself. Never mind myself being gutted over these new watered-down dismal looking dolls my 5 year old will be devastated. She has been collecting and playing with these since she was 3 (receiving 7 for her 5th birthday two weeks ago) and the new make-under dolls just won’t cut it with her. She won’t play with Barbie, Disney princesses or any other doll as it has to be her MH collection. It’s fair to say she’s obsessed – MH dolls, doll house, duvet covers, toothpaste and toothbrush, lunch bag, drinks bottle and purse but I can honestly say Mattel will be losing the custom of our household if the future dolls loose all of their unique charm.

  33. Hey guys you realy need to try and get over with. This is rediculous. Mattel is stupid. The only thing they need to fix there minds. Why dont they get nobody LIKES THIS!!!!!!!! This is so stupid every bodys been compalining about the reboot and new animations!!!!!!!! Im literally so stressed out i could rip all of my hair out!!!!!!!

  34. Since I usually remove the factory paint and do my own custom paint jobs, it doesn’t really matter to me. But frankly I like the previous look better. I think the reason Mattel is doing this is so that the dolls will be more appealing to little girls, therefore increase the range of people who buy them. Cheap money making move on their part. And now they’re gonna have trouble from the collectors.

  35. I completely agree that the change in the MH line-up is ruining what made the dolls unique. Mattel seems to be
    succumbing to the super-cutesy (moe anime) fad that is pervading everything. The dumbing-down of the face designs, cheaper clothes and questionable designs have killed my enthusiasm; my days of collecting MH are over with.

  36. Well
    My pre-teens just said they are done with monster high being that Mattel is changing their look . They now look babyish n they look like they are for little ones. This is a sad day with all the money our family invested in Mattel for these dolls because the monster high dolls were unique n stood apart from the wholesome little girl Barbie n don’t get me wrong my girls lived Barbie too BUT WHEN THEY WERE 5 now they are pre teens n they liked the fact that these dolls were designed for their age group . It’s a very sad day for us ?

  37. I collected the characters I loved and found interesting. Now with this new look I will not buy anymore. Very disappointed. And find Mattel just showing how cheap they are. Even the plastic is crap.

  38. l love the new faced dolls because they are just so cute. I don’t understand why people don’t like them. The first day l actually saw them in stores,l fell in love with them. I can’t have a favorite monster high doll. My parents are probably going to spend hundreds maybe even thousands of dollars on the new faced dolls this christmas. I know we said we didn’t like the new faced monster high dolls in the past,but me and my little sister have really grown into them. So we encourage Mattel to continue the new faced monster high dolls.

  39. I started collecting only a couple of years ago & have spent thousands on these dolls already – & I love them more than anything else I own! Now I feel like continuing to collect them is a waste of money. They are the opposite of the edgy toys they were & really are straight ugly. I can tell without even seeing them in person that the clothes are so cheap. No more thought to style or good colors & patterns, little to no accessories & cheap if they do have them. Unarticulate dolls? These dolls look like a 5 year old MADE them, so I guess Mattel’s hit their mark on the age group. Bottom line is that, yes, they might appeal to some younger kids, but people like me, teenage girls with their parents wrapped around their fingers, & a whole lot of those younger kids too, will be putting their money somewhere else. I guarantee that these categories spend way more money than just younger ones will get Mom & Dad to fork over. They were different from anything that’s been put out. I was hooked from the moment I saw my daughter’s 1st one. If they can’t figure out that they were already getting it right by all of the copycat dolls coming out now that are zombies & monster themed (like all of them – it’s crazy!), then I wait patiently for their sales to crash. & with more than a little joy at the prospect of it I might add. Well, MH, we will miss you, but on the plus side, at least I came in when I did & have as many as I do already, because now the older ones are really going to get pricey & harder to get & I’ll save soooo much money. I don’t even bother to go to the toy aisle any more )-,:

  40. I like the new dolls and i want them. so they are different from the old one i think that was an good idea from the manufacturer
    So personally I like this dolls.and i dont think there are creepy
    Ok ok draculaura a little bit but the others are ok.but more than the others is monika the most beautiful doll from the news

  41. I absolutely LOVE the new look for Monster High dolls. Especially the new body sculpt. I had purchased a few monster high dolls with the older look and skinnier body but wasn’t a huge fan of the old doll body. Now after they came up with this new look and body sculpt, I have become completely obsessed with the new monster high dolls and bought every single one! I can’t wait to have every single monster high doll character with a new look and body! I keep looking for more every day.

  42. My 6 year old loves monster high dolls, movies and webisodes. We watched the reboot “origin storey” and even she was upset at all the inconsistencies! We just started the new movie electrified giving it one more chance (and unlike the previous movies where she would be counting days till the new movie came out and watch it once a day for weeks) she got bored 10 mins in and started watching YouTube videos! She saw the new dolls and said they aren’t fun anymore they look like Barbie now! She likes Barbie but she LOVED monster high and anything related and I could actually sit and watch and play with her cause I loved the freaky flaws message, now I’m sad to see that’s over! I hope Mattel sees the bad response and goes back to what they were doing when they didn’t listen to the critics saying it was too scary or sexy cause those are the parents that are IMPOSSIBLE to please!! I read a post that they changed the eyes as parents complained that they had a “come hither” look to them, WHAT?!? How can a doll have a come hither look let’s get real here! You don’t fix what’s not broken Mattel!!

  43. I have been a Monster High fan for a while and I know their motto,” Be Yourself, Be Unique, Be a Monster” and the new dolls and the movie are not themselves, they aren’t unique, they aren’t monster, they look like Barbie dolls or something. Mattel I think you are making a HUGE mistake. This is from one girl to Mattel.

  44. But wasn’t that why they made ever after high? To please to the kids/parents who DID NOT like The way MH looked?

    I like the new bodies but the faces not so much. The old ones had different face molds and each doll looked different from each other now they all look like they have the same f*#%ing face.

    Also with the new line I feel like there making these dolls cheaper looking like Mattel is trying to cut corners on cost on producing high quality dolls and it shows. From Frankie’s crappy paint job on her stitches to Celo now having her wraps molded on to her body (Which I really hate that they did that btw). So not only do the new ones look like crap but this feels like a cheap cash grab (if that makes sense).

  45. Mattel has not yet realized most of its collectors are Adults of the MH line I see.
    Very disappointing, I repainted them before, but I will not even be keeping original for my collection at this point.
    Almost every adult female I know collects Monster high dolls and the movies. Kind of like My Little Pony it ended up with more adult fans than children, Kids still buy them, but my daughter did not notice, she liked that they were monsters and did not have any issue with their faces because to her they looked cool and scary.
    I hope mattels sales reflect their audience was not made up of a high % of children. teens and adults are the people who buy the ones I sell :) [and trust me this year all the stores have been carrying less and less so I guess they will go back or die out.]

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