remained the best-selling doll brand, Monster High became the second best-selling doll brand, with more than $500 million in annual sales. In 2010, shortly after the dolls launched for the first time, they were so popular it was sometimes hard to find them in stores due to scarcity, and they were selling out quickly. The line's success was partially thanks to its appeal to younger children who were choosing to play with toys which were "a little bit edgier" than traditional fashion dolls like Barbie, its "anti-bullying message" which encouraged children to be themselves and embrace their own flaws and differences, and the "deep engagement" of fans with the franchise which was maintained through media and merchandise. It was built on a "trans-media storytelling [business] model, since it did not start with a traditional entertainment property first", which also contributed to its success. Even though the franchise experienced a lot of growth in its first few years, especially during 2012 and 2013, sales started declining in 2014. In 2016, the sales were weak. Ultimately, the line was discontinued in 2018, then brought back 2 years later. On 16 May 2022, when a new doll line featuring reproductions of the original 2010 dolls was made available online through the "Mattel Creations" section of the Mattel website. demand was high: the dolls sold out in less than one day. The franchise has received positive recognition for its promotion of diversity among the characters, especially in comparison with other toy brands with similar levels of popularity. This diversity continues to be a major selling point in Mattel's marketing of the franchise. In 2022, during the rollout of a new doll line, Lisa McKnight — Executive Vice President of Barbie & Dolls at Mattel —said: "We've been waiting for the right moment to reignite the Monster High'' brand to connect with [...] issues that are core to our purpose, like inclusion, diversity and community [...] with the updated franchise focused on being authentic, true to yourself and celebrating differences." Controversy Monster High has some controversy and criticism, citing that the dolls' unrealistic bodies, often revealing outfits, and characters' focus on romantic relationships were a bad influence on young children. They were criticized for being "hyper-sexualized" and reinforcing gender stereotypes about women; it was even implied that children could develop low self-esteem and eating disorders due to the presentation of unattainable body types. Competition Inspired