First introduced in 2010 by Mattel, the series and doll line of Monster High took many people’s hearts. It features a group of “ghoulfriends” and their journey through high school. At its peak, Monster High was worth around one billion dollars. 

The franchise ran strong for a few years, but sales eventually decreased. Mattel did a reboot back in 2016, which was mostly a flop. Fans didn’t enjoy the dolls’ new looks as much as the old ones. The 2016 redesign made the dolls more kid-friendly making older fans upset. Monster High is directed toward kids, but part of its fanbase holds an older audience. With this information, a lot of the doll sales came from young adults and older adults. 

Mattel decided to release another reboot in late 2022 with new character designs, a live-action movie, and a new cartoon with a completely different style. There were mixed feelings about the reboot. The same joy people had in 2012-13 just can’t be brought back so easily.