Convention - SDCC 2025 : Monster High Dolls Haunt Mattel’s Booth in Stylistic Spectacle

By Mulder, San Diego, Convention Center, 24 july 2025

At San Diego Comic-Con 2025, the Mattel booth became an irresistible focal point for fans of fashion dolls with a taste for the eerie, the glamorous, and the deliciously unconventional. While the booth was a visual feast of multiple brands, it was the Monster High section that felt like stepping into a living, breathing runway show staged in the middle of a haunted mansion. Each glass case was meticulously arranged not just to display the dolls, but to transport visitors into the fictional world they inhabit. The lighting design—bathed in deep purples, bold pinks, and flashes of neon—cast long shadows that brought out the drama in every sculpted cheekbone and textured fabric. This was no mere shelf of toys; it was a curated art installation, equal parts high fashion and campy horror. The choice to mix diorama-style backdrops, from checkered candy-shop floors to gothic school hallways, made the experience more like walking through themed movie sets, a deliberate nod to Monster High’s blend of story-driven characters and standout design.

The crown jewel of this darkly dazzling display was undoubtedly the Monster High Skullector Elvira™ Doll, a stunning tribute to the “Mistress of the Dark” herself, Cassandra Peterson’s iconic horror hostess alter ego. Draped in a long, black faux-leather gown adorned with intricate spiderweb accents and topped with a plunging neckline true to Elvira’s signature look, the doll commanded attention like a celebrity on the SDCC red carpet. The detail work was astounding—right down to her smoky eye makeup, dramatic eyeliner flick, and gothic jewelry—capturing the essence of Elvira in miniature form. Her boxed presentation was as much a collector’s trophy as the doll itself, using graphic art reminiscent of late-night horror broadcast posters. Exclusively sold on-site at SDCC, the Skullector Elvira™ doll carried an aura of scarcity that made it one of the most sought-after items of the entire convention. Overheard in the crowd was one lucky attendee exclaiming, “I’m framing the box—she’s not leaving her coffin,” a sentiment echoed by many fans who viewed the doll as a display piece rather than something to unbox.

Equally captivating, but in a different register, was the Monster High Sweet Screams Twyla™ Doll, a pastel-goth daydream infused with a whimsical twist: she smelled faintly of cotton candy. Presented alongside her pet dust bunny, Dustin, and surrounded by surreal candy-themed graphics, Twyla’s look was pure confectionary fantasy with an undertone of gothic mischief. Layered skirts in swirling purples and teals, candy swirl accessories, and lollipop motifs adorned the figure, playing directly into the “Sweet Screams” sub-line’s mix of dessert-themed horror couture. Adding to her collectible appeal, the doll came with a mini-comic that extended her narrative beyond the convention floor. As one attendee confided to another while photographing her, “She actually smells like a fairground—I think this is my favorite SDCC exclusive ever.” It was an inspired example of how Mattel continues to experiment with sensory elements in their collectibles, creating a deeper emotional hook for both children and adult collectors.

Surrounding these headliners was a rich supporting cast of new and special-edition Monster High dolls, each displayed with a flair that emphasized the diversity of the brand’s aesthetic. From feline-inspired fashionistas in shimmering silvers and faux fur boots, to gothic beauties in flowing black layered gowns, to Día de los Muertos-inspired cultural homages rich in embroidered detail, every doll seemed to have her own cinematic vignette. A standout set featured characters holding placards with phrases like “Walking down a darkened hallway” and “It’s just because you’re so scary cool,” a clever nod to the brand’s ethos of embracing individuality and celebrating the traits that make someone unique. These signs weren’t just props; they acted as bite-sized affirmations, resonating with the inclusive and self-accepting messaging that Monster High has woven into its identity since its debut.

The booth also embraced pop culture crossovers in a way that has become increasingly integral to Monster High’s appeal. For example, fans lingered in front of the Wednesday Addams display, where two dolls—one in a perfectly tailored striped blazer with the character’s iconic braids and “Thing” perched on her shoulder, and another in a layered gothic ball gown—captured the Netflix series’ contemporary interpretation while staying true to the brand’s playful macabre DNA. Not far away, the Hocus Pocus-inspired trio lit up their display with exaggerated color palettes and ornate fabric work, echoing the theatricality of the Sanderson sisters while filtering it through Monster High’s hyper-stylized lens. This mix of original characters and pop culture tributes underscored Mattel’s sharp instinct for tapping into trending properties while keeping the line’s unique design language intact.

What made the Monster High presence at SDCC 2025 so remarkable was its layered appeal. On one level, it was a masterclass in visual merchandising—careful lighting, thematic staging, and impeccable costuming made the displays instantly Instagrammable. On another, it was a deep dive into the brand’s philosophy, which has always celebrated difference, creativity, and self-expression. For veteran collectors, the booth offered nostalgia through the return of fan-favorite sub-lines and beloved character archetypes. For new fans, it was an introduction to a world where monsters are more stylish than scary, and where every character has a backstory waiting to be told. By the time visitors exited the Monster High section, it was clear that Mattel wasn’t just selling dolls—they were selling an experience, a lifestyle, and a community bound together by shared love for the freaky, the fabulous, and the fearlessly unique.

You can discover our photos in our Flickr page

Photos and video : Boris Colletier / Mulderville