Monster High™ and the Kind Campaign Partner to Bring the Power of Kindness to Girls
18 Maio 2011 - 10:07AM
Business Wire
Monster High™, Mattel’s popular tween and teen-targeted
franchise, which encourages girls to celebrate their imperfections
and embrace those of others, today announced that it is partnering
with the Kind Campaign, a movement, documentary and school program
dedicated to spreading the message of kindness. Based on a simple
and empowering solution to bullying, the intent of the Kind
Campaign is not to point fingers, but instead, to put ourselves in
each other’s shoes, and make the personal choice to be kind.
The Monster High™ brand reaches teen and tween girls through
content, toy, consumer product, publishing and entertainment and
leverages storytelling to highlight the awkward, yet relatable
moments of being a teen in high school — from the challenges of
fitting in to the powerful bonds of friendship — all delivered
through a monster lens.
“The Monster High brand uses the monster metaphor to show girls
that it is ok to be different and that our unique differences
should be celebrated,” said Lori Pantel, VP Marketing, Global
Mattel Girls Brands. “We see our partnership with Kind Campaign as
a natural fit because their message of kindness and acceptance goes
hand-in-hand with the Monster High brand’s message to embrace our
own and each other’s imperfections.”
Kind Campaign founders Lauren Parsekian (age 24) and Molly
Thompson (age 23) have visited more than 300 schools and
organizations with their Kind assembly program and their inspiring
documentary “Finding Kind.” The film is currently touring the
festival circuit, where it has received numerous awards including
the Student Choice Award at Sprockets Toronto International Film
Festival and Best Documentary at the Palm Beach Women’s
International Film Festival.
“We are excited to partner with Monster High and have the
opportunity to leverage the brand’s scale to reach and relate to
our target audience of teen and tween girls. In teaming up with
Monster High, we will be a step closer to our goal of reaching
every girl across the country with the message of creating change
through being kind,” said Lauren Parsekian, co-founder of Kind
Campaign.
This fall, Monster High™ and Kind Campaign will team up to
launch special programs and content for teen and tween girls
spreading the message that it is cool to be kind. One of these
planned programs will leverage the popularity of the Monster High™
animated webisode series to launch content that incorporates the
Kind message. Making a special appearance in the halls of Monster
High™, Kind Campaign founders Lauren Parsekian and Molly Thompson
will be transformed into monsterfied characters and teach the
students at Monster High™ the importance of being kind – because
that, at the end of the day is how we are going to create change.
Additional activities will be announced this fall.
For more information on Monster High™, please visit
www.facebook.com/monsterhigh and to learn more about Kind Campaign,
visit www.kindcampaign.com
About Mattel
Mattel, Inc. (NASDAQ:MAT) (www.mattel.com) is the worldwide
leader in the design, manufacture and marketing of toys and family
products. The Mattel family is comprised of such best-selling
brands as Barbie®, the most popular fashion doll ever introduced,
Hot Wheels®, Matchbox®, American Girl®, Radica® and Tyco® R/C, as
well as Fisher-Price® brands, including Little People®, Power
Wheels® and a wide array of entertainment-inspired toy lines. In
2011, Mattel was named as one of FORTUNE Magazine's "100 Best
Companies to Work For" for the fourth year in a row, and also is
ranked among Corporate Responsibility Magazine's "100 Best
Corporate Citizens." With worldwide headquarters in El Segundo,
Calif., Mattel employs approximately 30,000 people in 43 countries
and territories and sells products in more than 150 nations. At
Mattel, we are "Creating the Future of Play."
About Kind Campaign
Kind Campaign is an internationally recognized movement,
documentary and school program, based upon the powerful belief in
KINDness, that brings awareness and healing to the negative and
lasting effects of girl-against-girl "crime". Founded by Lauren
Parsekian and Molly Thompson in 2009, Kind Campaign aims to STOP
the competition, STOP the cattiness, STOP the hate, and to BE KIND.
Over the last year and a half the organization has spread its
message through impactful assemblies and screenings of their
documentary feature, “Finding Kind” presented by IndieFlix, at more
than 300 schools and organizations across the country.
MATTEL, MONSTER HIGH and associated trademarks and trade dress
are owned by Mattel, Inc. © 2011 Mattel, Inc. All Rights
Reserved.
Kind Campaign and associated trademarks and trade dress are
owned by Kind Campaign, NPO ©. 2010 Kind Campaign, NPO. All Rights
Reserved.
MAT-OG
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