Toy giant Mattel has rolled out a mobile site for its Monster High brand that features 3D graphics and entices users to show off their school spirit.

Users can access the site by entering m.monsterhigh.com on their mobile browser. Mattel worked with Mad Mobile to develop the mobile site.

?Mattel noticed that there were a growing number of visits to the Monster High Web site coming in from mobile devices and realized that a rich mobile web experience was needed to best reflect the brand,? said Ryan Kelly, vice president of sales and marketing at Mad Mobile, Tampa, FL.

?A high quality mobile site makes sense for the Monster High brand as the brand is very popular with the tween demographic which also happens to be a growing segment when it comes to mobile usage,? he said. ?Parents will also appreciate the fast access to Monster High product information.

?The Monster High mobile site stays true to the Mattel brand by providing a first-class mobile user interface and access to engaging content such as videos, ringtones and wallpapers ? some of which is viewable in 3D.?

Mattel Inc. claims to be the world's largest toy company. The company produces Fisher Price, Barbie dolls, Hot Wheels and Matchbox toys.

Mad Mobile powers mobile Web and mobile commerce sites for brands including Pier1 Imports, Lenovo, Suzuki, Hunter Douglas, Kansas City Steaks, Panera Bread and Major League Baseball.

Mobile spirit

Mattel is driving usage to its mobile site by including a School Spirit Meter, which is impacted by the amount of content that the visitor views on the site. 

The mobile site includes 3D graphics, but gives users the option of choosing to see the optimized site through 3D or 2D.

?The Monster High mobile site stays true to the Mattel brand by providing a first-class mobile user interface and access to engaging content such as videos, ringtones and wallpapers ? some of which is viewable in 3D,? Mr. Kelly said. 

?Visitors who come to the Monster High desktop site on a mobile device will be automatically redirected to the mobile optimized site,? he said. 

Site exclusives
Via the mobile site, users can watch videos, as well as download ringtones and wallpapers to their mobile device.

Users can also get the MH Ghoul Box app through the mobile site or send it to a friend.

?IBM recently reported that sales from mobile devices reached 11 percent in December 2011 which is double what it was in 2010,? Mr. Kelly said. 

?Brands that have not optimized their website for mobile are risking sales and are missing out on an opportunity to engage with consumers,? he said.

Final Take
Rimma Kats is staff reporter on Mobile Marketer, New York