July 18, 2013 AT 4:23 pm

“Goth Barbie” Is Monstrously Successful

Monster 10-Copy Custom-Bd8D7Df2592Ac1Cac042D67520F14E70E4Edc042-S3

Fangs And Fishnets For The Win: ‘Goth Barbie’ Is Monstrously Successful @ NPR.

“The message about the brand is really to celebrate your own freaky flaws, especially as bullying has become such a hot topic,” says Cathy Cline. She’s in charge of marketing for Mattel’s girls’ brands — and sales have surged 56 percent this year, thanks to Monster High. “And it’s also one of the fastest growing brands within the entire toy industry,” Cline adds.

Mattel had no idea Monster High would — in just three years — become a billion dollar brand, says Kiyomi Haverly, vice president of design at Mattel. “Honestly, it was very surprising to us. We just noticed girls were into darker goth fashion.”

Goth Barbie.

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