Building upon the success of , in July 2013, Mattel announced plans to launch a spin-off line of dolls. The company estimated only about 10-20 million was budgeted for the development. Mattel's 2013 annual report noted that visitors of the website had spent an average of 20 minutes viewing content, and that it had contributed to gross sales.
In October 2013, Mattel launched Ever After High globally, reaching 14 countries, with plans to reach 30 territories in 2014. Six fashion dolls were initially released, and related social media such as a website, YouTube channel, global Facebook, and an interactive music video directed by .
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all about ever after high
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