The Barbie world has added a different look. The Monster High dolls are a trend for tweens, and make no mistake -- this is definitely not your mom's Barbie.
"You can probably tell, I grew up with Barbie, so no. No, this is not Barbie to me, there are some other messages that I don't like conveyed," said Tonja Brickhouse.
But some say the idea behind these dolls is relevant for today's kids.
"I think it's a good thing. I think it promotes individuality and kind of showing who you are. If you're into purple hair and kind of a more gothic look, I think you should definitely show it and represent it," said Brooke Monakey.
So is the break-out look translating into big sales for Mattel?
"I think Barbie sales would dip in the near future, which it already started for the last three quarters," said Dr. Dip Biswas, Professor of Marketing at USF.
Barbie is still number one, with $1.3 billion in sales. But the Monster High dolls are right behind her, with $500 million sales. The Monsters have created a niche market, much like the Bratz dolls did for the toy market, or Red Bull did in the world of beverages.
Still, many wonder how long the trend will last.
"I would not get my grandchildren anything that looks like this. It looks a little sketchy and quite honestly, a little demonic to me," Tonja said.
"The waist is tiny, I mean, the proportions are ridiculous," said mother Jessica Edlund, "I just think for a little girl that's six, I don't like the short dress, I don't like tight clothes, I don't like the high heeled shoes, so if it were geared toward an older child I think that would be fine, but for six and up, I don't think that's appropriate."
And her daughter Anna wasn't a big fan either.
"I think it maybe has too much makeup," Anna argued.
She did say her tween cousin does play with the doll, which once again proves that perhaps Mattel is doing a good job of targeting that market.