New spellbinding brand reaches tweens around the globe with original storylines and creative characters
The corrected release reads:
MATTEL ANNOUNCES THE GLOBAL LAUNCH OF EVER AFTER HIGH™
New spellbinding brand reaches tweens around the globe with original storylines and creative characters
Turning a new page in fairytale history,
"Ever After High celebrates the idea that the story of your life is not
written in permanent ink — our characters help convey to girls the
importance of having the courage and confidence to make your own
decisions and to create your own destiny," said
A Global Debut
The new tween property is available in 14 countries and will continue to
roll-out to more than 30 territories in 2014. In addition to the
collection of an initial six beautiful and detailed fashion dolls, the
property is supported by an immersive digital experience including a
website, EverAfterHigh.com, global Facebook page and YouTube channel.
The digital ecosystem includes animated webisodes, character bios,
games, avatars and an interactive music video (a first for
Ever After High™ is already garnering early success with publishing and
consumer products. The Storybook of Legends, a novel based on the
property written by award-winning author,
The Ever After High Story
At the enchanted boarding school of Ever After High™, students learn to follow in their parents' fabled footsteps, until Raven Queen™ (daughter of the Evil Queen) questions her storybook fate of becoming the next Evil Queen (who is supposed to poison fellow classmate Apple White™ — daughter of Snow White). Raven Queen™ rallies her classmates to question their own pre-determined destiny. The school quickly becomes divided between the Ever After Royals™ -- who want their promised Happily Ever After and the Ever After Rebels™ -- who want to write their own storybook endings, not follow their parent's fairytale. Are you a Royal or a Rebel? The end is just the beginning!
About
MAT-OG
EVER AFTER HIGH and associated trademarks and trade dress are owned by
Ketchum PR
310-295-3326
shanetta.mcdonald@ketchum.com
Source:
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