# Once Upon a Zombie

Once Upon a Zombie is an American multimedia-supported fashion doll franchise created by Elf Labs and launched by WowWee in 2012. However, the line was quickly discontinued due to production and sales issues, and also because the line did not align with the brand's core values. Production ceased around 2013–2014. It later became a trilogy of books written by Billy Phillips, which ran from 2015–2018.With her line of dolls being launched in 2012-2013, she stood out for transforming princesses and fairy tale heroes into zombies, pulling towards a darker side, but, at the same time, aimed at children. Realizing that the franchise was not achieving the desired success, in 2013, they decided to launch a Web Series as a way to promote the dolls.

## Premise

The story is a dark and funny retelling of classic fairy tales, where iconic characters are transformed into zombies. The main story revolves around Caitlin Fletcher, a teenager who is transported to a magical fairy tale world that is being invaded by zombies. She discovers that classic characters, such as Snow White, Cinderella, and The Little Mermaid, have been turned into zombies due to a curse. Caitlin must unravel the mystery behind this curse and find a way to save the fairy tale world, while facing her own fears and insecurities. Along the way, she makes new friends, discovers her inner courage, and learns important lessons about confidence and self-acceptance. The franchise combines elements of fantasy, horror, and adventure, providing an intriguing new perspective on the stories we all know.

## Conception and development

Elf Labs began conceptualizing the Once Upon a Zombie franchise in 2011–2012, alongside author and writer Billy Phillips. Inspired by the Monster High and Disney Princess franchises, which were then (and now) considered major fashion doll franchises, surpassing even Barbie in sales, they decided to reimagine fairy tale characters known as monsters (in this case, zombies), keeping their unique personalities but placing them in a dark and terrifying setting. This would create an intriguing and exciting narrative, where classic heroes and villains face new challenges in a new world full of dangers. Later, in 2012–2013, talented writer, showrunner, director and executive producer Alyse Rosenberg was hired as Elf Labs' first senior vice president of content. What made her join the franchise, mainly to help create the web series, as she had previously worked at big companies such as Disney Channel and Nickelodeon. In August 2013, it was decided that the franchise would be terminated, and shortly thereafter it was put on sale with the list price being US$20, and the post-launch price US$25. In 2014, the franchise returned to action, where it announced that it would launch new dolls opresented at Toy Fair, costumes, books and many other products (most of which were never released in stores). The brand was definitively closed in 2018.

## Merchandise
### Dolls

The fashion dolls were the first product of the franchise to be released, with media and other merchandise soon to follow. The first line included six main princesses, namely Snow White, Cinderella, Sleeping Beauty, Little Mermaid, and Rapunzel, which were released in 2012. In 2013 the line was discontinued, but soon returned at the 2014 Toy Fair with a deluxe version of the dolls, which were never released. At the following year's Toy Fair, dolls of Alice, Tinker Bell, and Pocahontas were released, alongside a pack of the six main princesses. However, they never officially hit stores, with only Alice being sold. In 2016, with the official cancellation of doll production, prototypes of characters such as Tinker Bell, Pinocchio, Prince Charming, and Snow Queen were sold on eBay.

### Other merchandise

The franchise also released a collection of stickers and later a series of books, “The Color of Fear” and “The Lord of the Curtain”, written by Billy Phillips.

## Media

Launched in the digital media era, Once Upon a Zombie began planning to adapt it into a web series, as this would increase the sales reach of the dolls. Thus, in 2013, short films about the main focus of the web series - the story of the princesses turning into zombies - began to be released on YouTube, along with some commercials. However, in the same year, it was officially announced that the web series had been canceled. In sometime a game application for iOS and Android mobile devices was released. Later, in 2014-2016, with the new movement of the franchise, Once Upon a Zombie began to gain stop-motion music videos on YouTube, but unfortunately, it ended up having only one episode.

## Music

Two songs titled "Zombie World" and "It's Over" (2013), were released digitally on YouTube, along with a soundtrack.