[102] Mattel's 2013 annual report noted that visitors of the website had spent an average of 20 minutes viewing content, and that it had contributed to gross sales.

[104] Six fashion dolls were initially released, and related social media such as a website, YouTube channel, global Facebook, and an interactive music video directed by Wayne Isham.

[106] In June 2014, Netflix announced it was developing a series of episodes based on the webisodes,[107][108] which was released on February 6, 2015.

[109] The theme song was composed by Gabriel Mann and Allison Bloom, and was performed by Keeley Bumford.

[7][110] A live-action music video was released on October 15, 2013,[111] featuring Stevie Dore as a high school senior and four younger girls dancing at a campus.

The company had worked on the Monster High book series, which had sold over two million copies.

The first book, The Storybook of Legends was written by Shannon Hale, who had worked on other titles such as Princess Academy and The Goose Girl.

[114] The first book reached number 7 on the New York Times bestseller list for Children's Middle Grade.