The partnership is announced this Anti-Bullying Week (10th – 15th November) along with new research into the state of bullying for children in the UK today, and new resources for children and parents to tackle issues

Monster High announced a new partnership with the Anti-Bullying Alliance charity in efforts to tackle bullying, along with new findings showing that a third of children in the UK admitted that they have felt as though they don’t ‘fit in’, leaving them feeling sad, uncomfortable and awkward, while as many as 37% have been bullied in some form by their fellow peers and a further six in 10 have witnessed it happening to their classmates.

A poll of 1,000 UK children aged 6-11 carried out via OnePoll found 29% worry about someone teasing them over the clothes they wear, and 14% have refused to go to their place of education due to bullying. And they are most likely to confide in their mum (73%) with fewer choosing to confide in their dad (49%) or teacher (41%) if someone teased them.

75% of kids don’t think their parents know the full extent of bullying happening at their school, and 59% say the same about their teachers, while 22% feel they can’t truly be themselves because they’re afraid of what others might say.

To support efforts to reduce bullying, Monster High and The Anti-Bullying Alliance have created resources for both children and parents, providing tools on how to deal with bullying. The children’s resource is guided by Monster High’s characters to empower conversations in a child-friendly way and a further resource for parents aims to help them identify signs of bullying and help their children through this.

Mattel’s Monster High brand is a toy and content franchise with characters that embrace what makes them unique. Monster High Project Belonging is a global initiative expanding the brand’s mission of acceptance and inclusivity, by creating a world where everyone feels proud of who they are by uncovering a greater understanding of belonging in adolescence.

The Anti-Bullying Alliance (ABA) unites organisations to stop bullying and foster safer spaces for young people. ABA supports a vast network of organisations and schools, shares best practices, raises awareness through campaigns including coordinating Anti-Bullying Week and Odd Socks Day each November, and delivers impactful programmes across the UK. It is based at the National Children’s Bureau.

The findings are being released as schools across the UK prepare to ‘Choose Respect’ during Anti-Bullying Week (11th to 15th Nov).

Martha Evans, Director of the Anti-Bullying Alliance, said: “These findings are concerning, showing that many children face fears of exclusion and bullying, which can have lasting impacts. This Anti-Bullying Week, we can change the narrative by choosing respect to create safer, inclusive spaces where all children belong. Adults must lead by example, showing respect in action. We’re excited to partner with Monster High to promote anti-bullying and foster kindness.”

The survey also found 39 per cent of kids have felt nervous to go to school before, as they didn’t want to get teased.

Kelly Philp, Senior Marketing Director from Mattle UK said: “We want to contribute to  a world where every child feels proud to be their authentic self and embrace their uniqueness. We have partnered with Anti-Bullying Alliance to support their mission to stop bullying and foster children’s sense of belonging.”

Findings indicate that a third of children in the UK are worried they don’t fit in, and this is causing children to avoid school, change their journeys, and worry about how they look.

As part of this partnership, we have created resources for both children and parents to give them the support to tackle these issues and feel like they can belong.”