"Mattel has done something very different with this brand. They launched the whole Monster High brand virally, through a YouTube video," said Silver. "I think this brand will be popular with tween girls."
With names like Frankie Stein, Draculaura and Clawdeen Wolf, the dolls come with their own accessories. In addition to the dolls, Mattel's Monster High brand includes dolls, books, clothes, a Web site and other accessories.