We Are Monsters, We Are Proud: How Monster High Fostered the New Generation of Alternative Dressers

By Fashion Editor Lucrecia Luna Smee

As a young child, I used to long for the dolls I saw on TV and the shelves in toy stores while I wandered around the aisles. I was enchanted by the silhouettes, the fashions, the beauty of these pieces of plastic perfection. The essence of pure femininity, an ideal state, was something I longed to experience - something that now in adulthood I am recognising as an early manifestation of my trans identity. I truly saw something I could identify with, an escape within the world of the toys. Barbie, Bratz, Moxie Girlz, Polly Pockets all had their place in my toy box but there was one group that trumped all, the creme de la creme of the doll world: Monster High. A brand that broke through the bubble-gum pink and soft pastel with their darker colour palette and striking electric accents captured the imaginations of young people across the globe. But what effect did this have on those who the dolls were targeted at, the young girls with a penchant for the Freaky, Chic and Fly? For today’s article we’re going to look at just that, how Monster High primed a whole generation of young people, girls especially, to open their hearts to alternative fashion, individuality and the frighteningly fabulous - using yours truly as a case study, let us get into it!

Photo Courtesy: OffWhite

Monster High's journey began as a response to the need for diversity and inclusivity in the toy industry. Launched in 2010 by Mattel, the franchise presented dolls with a twist – not the conventional princesses or fashionistas, but the offspring of legendary monsters from literature, film, folklore and mythology. This departure from the norm sparked intrigue and curiosity among consumers, establishing Monster High as a unique and groundbreaking entity. Of course it needs to be said that this was 2010, right off the back of the skinny-craze of the 2000’s that was just about starting to receive pushback, so although the dolls were very diverse in terms of origin stories, cultural backgrounds, style and aesthetics, their hyper-skinny, modelesque, hourglass figures left much to be desired for the first two generations of dolls.

As we can see in the image of Draculaura through the years, 2022’s Generation 3 dolls are much more diverse in that sense, though still misses the mark a tad.

Photo courtesy of RequiemArt.com

With this being said, loving yourself for your quirks and uniqueness was very much at the heart of Monster High's brand identity and the success of the line can be attributed to its commitment to empowering young girls through the celebration of individuality. Characters like Frankie Stein, Clawdeen Wolf, and Draculaura showcased a diverse range of appearances and personalities. The narrative encouraged self-acceptance, fostering a sense of pride in one's uniqueness and challenging the notion of a standardised beauty ideal. I remember as a young child watching the animated shorts with undivided attention, something hard to gain from me. The words ‘Freaky just got Fabulous’ rang through my mind daily. As someone who was lucky to have a mother (and father, he deserves credit too) who could recognise from a young age my very strong interest in the creepy and macabre, things that normally would terrify a child fascinated me, and Monster High felt as if it was a direct line of communication from the world telling me that not only was I not alone in this love, there was an entire community of people like me waiting to be discovered.

Monster High was also for many young people, such as myself, almost a gateway drug to the alternative fashion scene, the brands influence on fashion and style transcended the plastic confines of its dolls, seeping into the wardrobes and imaginations of its young audience. The characters' distinctive styles, characterised by a fusion of gothic, punk, and eclectic elements, became a trendsetting force. Clawdeen Wolf's fierce fashion sense, Draculaura's pink and black ensembles, and (to nobody’s surprise, my favourite of the group) Frankie Stein's patchwork chic all contributed to a visual language that encouraged self-expression. I can directly attribute my obsessive love of plaid directly to Frankie’s signature dress. She is to blame, it’s all her fault! And it must be said my love for pink and black ensembles is definitely Draculaura’s influence. The new-age pipeline to growing up goth seemed to start with Monster High. The dolls challenged traditional notions of femininity by embracing edgier aesthetics, introducing a new definition of cool for young people. As a result, Monster High became a catalyst for a more diverse and inclusive fashion landscape. The brand's impact reached beyond playrooms into the real world, as children experimented with their clothing choices, emboldened by the idea that there was no one-size-fits-all approach to style.

Photo courtesy of Mattel, The Original 2010 Dolls - From Left to Right: Clawdeen Wolf, Draculaura, Frankie Stein, Cleo De Nile, and Lagoona Blu.

While Monster High garnered widespread acclaim for its positive messaging, by no means was it free of controversy. Critics heavily questioned whether the gothic and edgy themes were suitable for a younger audience. Expressing concerns about potential negative influences - because a child owning a Lagoona Blu doll is apparently akin to having an altar dedicated to Sid Vicious. However, the franchise skillfully addressed these criticisms by emphasising the importance of open dialogue between parents and children. Parents in Chirstian communities to this day accuse Monster High of promoting the ‘occult’ to young children and spreading words against god - while the occult of course is a heavy theme of the line, there is a difference between promoting and representing, visibility and indoctrination. It is not a crime for these dolls to portray characters who partake in witchcraft, wear skulls or other magical symbols especially if you consider the fact that they’re… fictional… but alas that’s not the topic of discussion today.

Monster High's willingness to engage in conversations about representation, identity, and self-image became a part of its cultural commentary. The dolls served as a medium for discussing diversity and breaking away from traditional beauty norms. In navigating these discussions, Monster High became not just a toy but a platform for imparting valuable lessons about acceptance and understanding.

Monster High's impact extended well beyond the realm of physical dolls, establishing itself as a transmedia powerhouse. The introduction of webisodes, movies, and an extensive online presence allowed the brand to connect with its audience on multiple levels. Webisodes like ‘Fear Squad’ and ‘Scream Building’ provided additional narratives, creating a sense of immersion and community among fans. This transmedia approach was not merely a marketing strategy but a means of deepening the engagement and storytelling. Monster High's success in leveraging various media platforms showcased the brand's adaptability and cultural relevance, solidifying its position as more than just a toy line. The interconnected storytelling elevated the Monster High experience, making it a multi-faceted phenomenon that resonated with its diverse audience. As I mentioned earlier, there was - and still is to this day - an incredibly strong, tightknit fan base and community surrounding the Monster High brand, and this is 100 per cent down to Mattel’s masterful management of the brands online presence over the years. There was always one key word with Monster High’s marketing: Engagement. If you were a lover of these dolls, you could actively involve yourself in their world, talk with other likeminded people, exchange tips and tricks on styling, learn the lore of the Monster High world, speak to the creators and creative team to suggest ideas for new characters and even create your own original character to exist within the universe. The key to making a fanbase loyal is to get them immersed and feel that they’re receiving something in return, something Monster High has always managed to do and still does to this day for both the new generation of doll lovers, and people who have grown up with the brand.

Photo courtesy of Mattel, The 2022 Dolls in their ‘Signature’ Looks. From Left to Right: Toralei Stripe, Ghoulia Yelps, Frankie Stein, Lagoona Blu, Clawdeen Wolf, Draculaura, Cleo De Nile, and Deuce Gorgon.

As the curtain closed on the 2010s, Monster High left an enduring legacy in the toy industry and popular culture. To close today’s article on a personal note, it is absolutely true that my journey as a fashion lover was born with these dolls. To this day I have been known to keep up with new launches and collections, have to be held back from purchasing collectors’ editions of the ghouls, and even rewatch the webisodes from the ‘glory days’, and I know that I’m 100 per cent not alone in this. As I got older, I was fascinated by the dolls beyond an aesthetic level and I began to look into their roots, stylistically and for their individual storylines. They gave me the courage to become the wonderful gothic girl I am today and for that I will be grateful into the afterlife. Monster High's commitment to challenging norms, fostering self-expression, and promoting diversity continues to pave the way for young people to live fearlessly and their influence can be seen in subsequent attempts by other brands to create dolls that break away from traditional moulds and celebrate the richness of individuality. Take a page from your favourite ghoul’s book as you go about your life from now on - stay freaky, stay fabulous and stay spooky!