A large-scale immersive launch event for Mattel UK at One Marylebone
MOVIE LAUNCH EVENT
MONSTER HIGH BRAND EXPERIENCE
ACTIVATION
Immersive Brand Activation Experience
STEP INSIDE THE WORLD OF
Monster High
We had the pleasure of working with Mattel UK on a one-of-a-kind brand activation celebrating the release of Monster High: The Movie at London’s iconic One Marylebone. Our brief: create an unforgettable, immersive experience that brought the Monster High universe to life for an exclusive audience of celebrity guests and their families.
With Mattel’s vision of immersing guests in the Spooktacular world of Monster High, our team got to work to design a complete journey that captured the brand’s fun and spooky world. From save the dates to monster menus, auditioning performers and managing the events every detail, we were excited to transform this concept into a high-energy reality.
Arrival & Welcome
Guests were greeted at the entrance by costumed Monster High characters, immediately setting the stage for the experience. A mystical vortex tunnel, complete with dramatic lighting and fog effects, drew attendees into the spooktacular world, creating a sense of anticipation and excitement from the very first step.
Immersive Environment & Atmosphere
The venue was transformed into the Monster High universe, with themed décor, props and atmospheric lighting throughout. Key visual elements included a 3D dance floor, character cut-outs and interactive photo moments that guided guests seamlessly through the space while reinforcing the brand’s identity. Every corner offered Instagram‑able moments, encouraging social sharing and engagement.
Interactive Elements
One of the standout elements of the Monster High brand is its coffin lockers, which we brought to life by designing a giant, scaled-up version to serve as a photo booth. This fun and interactive feature allowed guests to snap photos and receive personalised ID cards as if they were enrolling at Monster High. As part of the experience, guests collected stamps on the back of their ID cards after completing each themed activity.
Becoming A Monster High Student
To “enrol” fully at Monster High, guests completed a series of themed activities, earning a stamp on their ID card for each. From ghoul-itter tattoos and fang-tastic face paint to claw-some nail makeovers, guests got to embody their favourite monsters! After completing the activities, each guest took home a Monster High goody bag packed with gifts as a reminder of their day.
Engagement & Personalisation
Every ID card was placed in a branded lanyard, creating a fully cohesive and collectible experience. Guests could track their progress through the themed activities, enhancing immersion and giving each attendee a personal narrative throughout the event.
High-Energy Finale
The event crescendoed in a high-energy performance, featuring dancers in full Monster High costumes. A live DJ and children's entertainer amplified the energy, creating an unforgettable dance floor moment for both children and adults. The experience closed with each guest receiving a Monster High goody bag, ensuring the event’s magic was extended beyond the venue.
Takeaway Moments & Lasting Impressions
The activation successfully combined theatrical storytelling, interactive experiences and meticulous event management to bring the Monster High universe to life. Every element from arrival to departure, was designed to immerse guests, reinforce the brand and leave a lasting impression.
Pre-screening movie launch
Monster High
The Movie 2
Following the success of the first brand activation, we transformed Regent Street Cinema into an immersive Monster High environment for an exclusive prescreening of Monster High: The Movie 2, attended by Mattel UK staff and celebrity guests. Every element of the venue was designed to extend the film’s spooky world, offering fun, on-brand experiences before the screening.
The exterior entrance was framed with bold balloon columns on either side, creating an immediate sense of arrival. A coffin-style welcome sign featuring Monster High branding set the tone from the outset, giving guests a dramatic first impression before they stepped inside.
Internally, Monster High logo floor decals guided guests through the space, extending the branded experience beyond the entrance and reinforcing the film’s unmistakable identity throughout the venue.
Although more intimate than the original launch event, the environment maintained strong visual impact, delivering a cohesive and atmospheric setting that celebrated the sequel in true Monster High style.
