Playmobil to launch Monster High playsets

Mattel and Playmobil have entered into a multi-year global licensing agreement.

The partnership will see Playmobil launch playsets based around Monster High in EMEA this Fall, followed by US, LATAM and APAC in 2026.

Monster High characters, including Draculaura and Clawdeen Wolf, will be transformed into highly detailed figures, each accompanied by signature accessories. Additional product lines are already in development.

“This partnership is a key milestone in the evolution of our brand,” says Playmobil CEO Bahri Kurter.

“With Monster High, we’re bringing one of the most impactful franchises of recent years into the Playmobil system – for fans, collectors, and kids alike.”

Ruth Henriquez, Head of Licensing, Publishing, and LBE at Mattel EMEA, added: “Working with Playmobil allows us to reintroduce our brands in a new creative context. Playmobil’s storytelling and iconic design approach makes them an ideal partner in delivering meaningful brand experiences.”