Dissecting the marketing strategy of Mattel's Monster High line. 

The Assignment

In 2015 my final Digital Marketing class project at William & Mary's Mason School of Business was a presentation analyzing the digital marketing of a brand of our choice. For me, it was an easy choice to dive deep into my biggest fascination at the time-- Mattel's Monster High doll line. With its brilliant use of transmedia storytelling, unique takes on activism and social issues, and focus on diversity, I had a blast digging deep into how the line worked. This presentation was designed to be orally presented.


Monster High

Within 3 years, Monster High became a billion-dollar business.

Visit the site ⇢


This Project Involved


  • Powerpoint
  • Research
  • Storytelling
  • Design
  • Oral Presentation


  • Cultural Theory and Analysis
  • Children's Media 
  • Internet Culture
  • Social Responsibility
  • Psychology

Research Presentation Deck

Topics covered

  • A Transmedia Approach
  • Responsibilities and Concerns
  • Social Content Ecosystem
  • Competitor Analysis
  • Recommendations
  • What is Monster High?
  • Mattel & Dolls
  • Research
  • The Target
  • The Goal
  • MonsterHigh.com


I got an A.