Mattel also launched an official website for their Monster High toys. It offers various games and funny videos. Visitor can also unlock hidden items using special codes. Like they said "where children of famous monsters rule the school".
I find that the animated videos of those dolls is actually very good. It's not scary for sure, but it's indeed hilarious. Each doll figure has they own character nature and attitude. I think Mattel has done a great job on this --if it doesn't developed into something controversial later--.
Check out some of the Monster High videos.
Monster High - Fear Squad
Monster High - The New Dolls
Monster High - Meet Frankie Stein
Monster High - Meet Draculaura