Upon their 2010 debut, Monster High experienced immediate success, quickly securing the position as the second best-selling doll brand, surpassed only by the iconic Barbie. The initial wave of dolls often proved elusive in stores, a testament to the soaring demand for these frightfully fashionable figures.

Mommyish published an article highlighting parents' concerns about Monster High dolls. Some felt the extreme body proportions could set unrealistic standards for their tween girl audience, leading to potential issues. Responding to feedback, Mattel incorporated modest changes, introducing molded underwear and longer skirts to address these concerns.

Mattel rebooted Monster High to be more child friendly to appeal to younger children. The faces of the dolls were changed to be cuter, more childlike, and had less dramatic makeup.

After the initial waves, the company cut corners in the design process, eliminating articulation, opting for molded-on tops, non-removable shoes, and low-quality hair fibers. These changes, coupled with existing sales decline, led to the brand's closure in 2018.