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Mattel Canada conducts Monster High promotion

Toy company Mattel Canada has begun a promotion for the Oct. 8 DVD release of an animated film called Monster High 13 Wishes. The promotion takes the form of an interactive installation that will visit two shopping malls in the Greater Toronto Area. The installation makes use of a motion-tracking camera and a 10-foot by seven-foot digital wall to insert consumers into a scene from the movie as one of six characters.

"Monster High is one of the fastest-growing and most popular tween girl franchises," said Adriana Gut, senior marketing manager at Mattel Canada. "Mattel is thrilled to share the virtual experience of 13 Wishes with its most loyal ghouls, and allow them to, in essence, step into the world of Monster High and help bring the characters and new film to life."

The first engagement took place at the Scarborough Town Centre from Sept. 13 to 15. The second will take place at the Toronto Eaton Centre from Oct. 4 to 6. The promotion was developed by TrojanOne of Toronto.

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