Ever After High is a boarding school located in the Fairy Tale World. Launched by Mattel in July, 2013 the franchise is based upon the children of characters from fairy tales and fantasy stories. The success of it has already led to various web-series, a film and two book series and Netflix has recently announced they are ready to release their own series based on the franchise.
The concept pivots around the teenage children of much loved and celebrated fairy tale characters that attend this High School. Destined to follow in their parents' footsteps and keep their stories alive throughout the generations, the Headmaster Milton Grimm, believes that ‘if the students don't follow their individual destinies, their stories will cease to exist and they will disappear forever.’ This problem is the core conflict of the series. The dolls fulfil the rebellious expressions and role play needs of exploration and questioning of ‘status quo’; providing a niche supply of dolls for retailers to purchase from UK wholesaler Baby Brands Direct.
The main characters are Raven Queen, who does not want to be evil like her mother the Evil Queen, and Apple White, daughter of Snow White, who is destined to live "happily ever after". Raven would prefer to be free to create her own destiny while Apple, in order to protect her own destiny, believes that Raven should become the next Evil Queen. The students are generally divided between two groups: the "Royals" and "Rebels". The Royals are the students on Apple White's side who embrace their destinies and are content with their fates. The Rebels are the students on Raven Queen's side who prefer to create their own destinies.
After successes in brands such as Barbie and Monster High, Mattel have continued to use their knowledge and adapt to new trends, drawing on experience in play to bring together well-known fictional characters and enjoyment of the fairy-tale world to create a new dimension for children to explore and enjoy. The Ever After High dolls are available to nursery retailers via Mattel distributor Baby Brands Direct.