The initial characters were created by Garrett Sander and his twin brother Darren. In researching the look, the Sander brothers went shopping with girls and noted they were buying goth fashion items such as skulls, chains, and black. They remarked that because the characters are monsters, they had more freedom to do things that ordinary kids could not do. Other inspirations include children's interests in Tim Burton and Lady Gaga. Kiyomi Haverly, Mattel's design vice president, said "Honestly, it was very surprising to us. We just noticed girls were into darker goth fashion. " The dolls were created by Garrett Sander and illustrated by Kellee Riley.
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