Mattel’s Monster High fashion doll line as teamed up with the Kind Campaign on a new animated online series to kick off October Bullying Prevention Month.

Monster High is Mattel’s third most popular selling doll line after Barbie and Disney Princess, and the brand includes an original online series, a clothing line, books, and even a TV special. Monster High‘s heroes are a gang of misfit teenagers and their freaky flaws. Total upload views on YouTube are nearing 40 million, with nearly 45,000 subscribers.

Lauren Parsekian and Molly Thompson, the creators of a grass roots anti-bullying movement the Kind Campaign, are collaborating with Mattel on Monster High. The partnership has significantly expanded the impact of the Kind Campaign, which would reach thousands of girls on its national tour. “People think we have such a large staff, but it’s been a struggle,” Parsekian told the New York Times. “Reaching a million girls can take a lifetime.”

The duo have appeared in a recent episode of Monster High, in which monster versions themselves teach the students about respecting one another through a recreation of an actual Kind Campaign assembly.

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