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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.
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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.