Disenchadants Girls (franchise)

***Disenchadants Girls*** is a franchise owned, developed, and promoted by Mattel. It follows from the success of the company's 2020-launched *Enchatria Girls* and works according to a media franchise model very similar to its predecessor.

Preparational development of the franchise began in 2022. *Disenchadants Girls* is touted as being "from the makers of *Enchatria Girls*, but who these makers exactly are is yet unclear. The franchise was launched a year later in May, June and July of 2023. *Disenchadants Girls* originally was marketed virtually solely to the *Enchatria Girls* fanbase and so far, its fans are embracing *Disenchadants Girls*.

## History

*Disenchadants Girls*, as a spin-off of *Enchatria Girls*, furthers Mattel's goal of getting a hook in the tween girl demographic, which for *Disenchadants Girls* is defined as 9 to 13 year old girls. Of particular interest to *Disenchadants Girls* are those who do not find *Enchatria Girls* interesting, though the franchise makes sure to not lose sight of the potential for *Enchatria Girls* fans to become interested.

The earliest suggestion of development on 'a' franchise like *Disenchadants Girls* came shortly after the launch of *Enchatria Girls* in 2020, when a new team of Mattel executives was created whose sole job was to concoct future franchises based on the *Enchatria Girls* model. Specific development of *Disenchadants Girls* started in 2022, with the earliest trademark—Disenchadants Girls—being filed on May 12, 2022. Little is currently known about the development period, but the first step of *Disenchadants Girls'*s introduction occured during the Mattel Analyst Meeting of November 15, during which Mattel subtely announced a franchise akin to *Enchatria Girls* to come out in 2023.

Marketing of the new franchise technically began on December 21, 2022, although it was not recognized as such back then. As part of the new year events of *Enchatria Girls*, the Template:EG was released. The December 21 entry belongs to C.J. Cupid, a character introduced to *Enchatria Girls* in Late 2021. The entry's exact words are "I want to continue to help others navigate the thrills and chills of love in 2023--not just at Enchatria Girls but around the world. By branching out, I scream of learning more about myself! Where do you want to go in 2023?" On April 25, 2023, this was followed up by an in-fiction announcement of C.J. during Template:EG that she would be "starting a new chapter in an enchanting place where [she] can help others follow their true heart's desires. The radio show is going on break while [she packs her] stuff and [gets ready for her] clawesome new adventure." Along with this announcement came the reveals of three websites: Village of Book End, Rewrite Destiny, and Royal or Rebel. Due to a sound file ripped from the websites, it was early on understood that the websites were related to the Disenchadants Girls trademark.

Throughout the following month, each website received an update per week that kept the audience hooked until the big reveal. As such, for most of the marketing period of *Disenchadants Girls*, it exclusively targeted *Monster High* enthusiasts. It wasn't until May 15, 2023 that due to Justice's own marketing another audience was incorporated. Eventually, the big reveal occured on June 1, 2023, with the simultaneous launch of the *Disenchadants Girls* website, the *Disenchadants Girls* YouTube channel, and the franchise's Facebook account. The first dolls subsequently hit stores in Early July of 2023, whereas the *Disenchadants Girls* website underwent a second launch on July 18 to allow visitors to register.

## Reception

### Recognition

2023
* Graphic Design USA:

Designers: Patty Groves, Lauren Pimentel, Cesar Torres
Illustrators: Carla Alford, Karen To, Helen Huang
Copywriter: Robert Rudman
Engineer: Lauren Yee
Managers: Elaine Dehoyos, Nicole Martin

## Partners

Mattel's expertise and market lies in the toy industry, and to make *Disenchadants Girls* a multimedia success, companies with complementing expertise and a foot or two in other interesting markets have been approached for partnerships or supporting functions.

* Justice - This company has been contacted to sell merchandise of various kind that wouldn't do in a toy store.

## Fiction

*Disenchadants Girls* currently has four sources of fiction: the cartoon, the books, the website, and the profiles. So far, the four pieces of fiction fit in one continuity, though small contradictions exist here and there. It is expected that over time, the four's timelines will grow further apart.

*Disenchadants Girls* takes place in an alternative universe where fairytale figures are real, in the sense that they exist but are aware of their status as characters in a story. In the world of *Disenchadants Girls*, the continued existence of these figures depends on the preservation of the story. And the preservation of the story depends on the figures' ability to provide new figures, their children, who will relive the story. As such, each child has their destiny already laid out before them the day they are born. For some, this is a beneficial situation, while others can only look forward to a gloomy future.

Disenchadants High is a high school founded in 1812 where the children gather not only to follow classes, but also to be prepared for their destiny. Every aspect of the school is designed so as to push the children in the proper direction. Disenchadants High is managed by Headmaster Benson Grimm, who has no regard for the students with less fortunate destinies except for their obligation to fulfill their destiny. He has a brother, Vice Principal Perry Grimm, who does not agree with Headmaster Grimm's beliefs and promotes choice through what few channels he has. Giles Grimm is the keeper of the Vault of Lost Tales, a secret library underneath Disenchadants High. Supposedly, he has knowledge of the fates of tales that ceased to exist that makes him more certain of the possibility of change.

At Disenchadants High, the student body has split in two sides: the Royals and the Rebels. The Royals are generally those with a luxurious destiny, and who thus are eager to obtain their much-promised Multiverse. The Rebels, on the other hand, are generally those with a negative or inconsequential destiny, and who thus are interested in the idea that their futures would not depend on destiny. The main figures within this conflict are Starla Star, the future Zelda, and Raven Dark, the future Hilda. Raven's open rejection of her destiny is at the start of the conflict, while Starla Star is tasked by Headmaster Grimm to convince Raven that her ideas are wrong. All the while, the two are roommates with an uneasy friendship going on between them and many friends who are all affected by the conflict in their own way.

To finish up the theme of Royal vs Rebel, there are two narrators present in the world of *Disenchadants Girls*, one female, one male. The female one sympathizes with the Royals, while the male one favors the Rebels' argument. The two bicker a lot, much to the annoyance of Madeline Joker, who can hear and speak with them.

The universe of *Disenchadants Girls* is in contact with the universe of *Enchatria Girls*, as C.J. Cupid transferred from Enchatria Girls to Disenchadants Girls. There exists at least one portal that allows travel between the worlds.

## Products

Three *Disenchadants Girls* product types are available or will be available very soon. They are dolls, currently sold at Justice, Toys "R" Us, Target, Walmart, and other major retailers, along with books, and other merchandise. in 2024, McDonald's Happy Meal has 8 toys in April to May. Also with Build-a-Bear Workshop has Disenchadants Girls Bear Starla Star and Raven Dark Bear Available June 2024.

## References

1. ↑ MATTEL/BARBIE AND GIRLS PACKAGE DESIGN 2023

## External links

* *Disenchadants Girls* at the Enchatria Girls Wiki