Monster High and Lady Gaga's Born This Way Foundation Launch Exclusive, Multi-Year Collaboration to Enact Positive Change Among Tweens
Mattel's Monster High Joins Forces with Born This Way Based on the Common Goal of Creating A More Inclusive World Where Young People Celebrate Their Differences
EL SEGUNDO, Calif., Oct. 28, 2015 /PRNewswire/ -- Mattel's Monster High brand, known for championing acceptance and individuality, is collaborating with Born This Way Foundation to support the wellbeing 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 wellbeing.
"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 wellbeing 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 Cynthia Germanotta, President of Born This Way Foundation. "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 programing 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.
About Mattel
The Mattel family of companies (Nasdaq: MAT) is the worldwide leader in the design, manufacture and marketing of toys and family products. Mattel's portfolio of best-selling brands includes Barbie®, the most popular fashion doll ever produced, Hot Wheels®, Monster High®, American Girl®, Thomas & Friends® and Fisher-Price® brands, including Little People® and Power Wheels®, MEGA® Brands, including MEGA BLOKS® and RoseArt®, as well as a wide array of entertainment-inspired toy lines. In 2013, Mattel was named one of the "World's Most Ethical Companies" by Ethisphere Magazine and in 2014 ranked No. 5 on Corporate Responsibility Magazine's "100 Best Corporate Citizens" list. With worldwide headquarters in El Segundo, Calif., Mattel's companies employ nearly 30,000 people in 40 countries and territories and sell products in more than 150 nations. At Mattel, we are Creating the Future of Play. Visit us at www.mattel.com, www.facebook.com/mattel or www.twitter.com/mattel.
About Born This Way Foundation
Led by Lady Gaga and her mother Cynthia Germanotta, Born This Way Foundation was founded in 2012 to support the wellness of young people and empower them to create a kinder and braver world. Born This Way Foundation achieves this by shining a light on real people, quality research, and authentic partnerships. Working with more than 50 non-profit organizations, Born This Way Foundation has connected more than 150,000 young people with services and programing in their communities. Born This Way Foundation has also partnered with the University of Nebraska-Lincoln, the National Council for Behavioral Health, and the National Association of School Psychologists to collect data from more than 2,500 young people. This research, presented before the American Psychological Association, improved our understanding of young people's views of mental-health services and delivery methods.
Visit us at bornthisway.foundation.
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SOURCE Mattel
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