Lady Gaga, Monster High Partner to Reach Tween Market in Three-Year Deal

Lady Gaga, Monster High Partner to Reach Tween Market in Three-Year Deal

- in Entertainment
Lady Gaga and Monster High
Lady Gaga and Monster High

Mattel’s Monster High brand, known for championing acceptance and individuality, is collaborating with Born This Way Foundation to support the well-being of young people and encourage them to create a kinder and braver world. With a shared vision for a positive and bright future for tweens, the two groups have joined forces to inspire empowerment and acceptance among young people. Born This Way Foundation – founded by music superstar Lady Gaga and her mother, Cynthia Germanotta – is dedicated to promoting youth mental, emotional and physical well-being.

“Monster High was launched on the premise of encouraging self-acceptance and celebrating individuality, so partnering with Born This Way Foundation, whose mission is closely aligned with the greater purpose of our brand, makes this an authentic partnership,” said Lisa McKnight, SVP and GM  of Monster High. “Together using our global reach and platform we can find ways to positively affect the next generation of kids by creating a kinder and braver community for young people.”

Monster High and Born This Way Foundation will work together over the next three years to continue to shine a spotlight on inclusion and acceptance via events, content, product, and social media.

“Supporting the empowerment and well-being of our young people will take individuals and organizations of all kinds working together. That’s why Born This Way Foundation is excited to partner with Monster High,” said Germanotta. “This collaboration is a wonderful and unique opportunity to meet young people where they are, a crucial first step towards building a kinder and braver world.”

This is the latest collaboration for Born This Way Foundation, an organization that has worked with dozens of local and national allies – from GLSEN and YMCA to the National Council of Behavioral Health, Mentoring USA, and the University of Nebraska-Lincoln – to reach hundreds of thousands of young people directly. These relationships have enabled the organization to connect youth around the country with services and programming in their communities.

Launched in 2010, Mattel’s popular Monster High brand is a $1 billion tween property based on the sons and daughters of the world’s most famous monsters as they navigate through the halls of high school. At Monster High, students are not only accepted for who they are – but celebrated for their unique differences.

This collaboration continues to allow the brand to take a more active stance in creating positive social change and underscores the importance of kindness and bravery, a message that resonates with both boys and girls. Monster High is more than just a girls franchise – it is transcending into a meaningful powerhouse brand.



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