For far too long, action heroes have dominated the collectibles scene at San Diego Comic-Con. Dolls, glitter, and glam also deserve the spotlight, and Mattel Creations understands that.

This year, Mattel celebrates girl power, goth glam, and ghoul chic with a new SDCC lineup that puts fierce femininity front and center.

Fandom collectibles have often targeted male audiences. Mattel, however, has consistently made space for girls and women by building communities around iconic lines like Barbie and Monster High.

In 2025, Mattel continues that legacy. In fact, this might be one of the best years yet for doll lovers and femme collectors.

Mattel Creations will debut an all-female lineup of must-have collectibles designed with women and femme fans in mind. This year’s SDCC Monster High exclusives bring goth queens, glitter ghosts, and a little something for the gamer girls.

Monster High Skullector Elvira Doll

Elvira returns for her second Skullector release, available exclusively at San Diego Comic-Con. There will be no online sale for this doll. She arrives dressed to kill in a black faux leather dress, a shimmering batwing cape, and her signature wink. Elvira will retail for $80.

Sweet Screams Twyla

Following tradition, Mattel will release a special Monster High doll inspired by one of the original ghouls. This year’s pick is Sweet Screams Twyla. She debuts in a cotton-candy–inspired tulle dress, syrup-dripped accessories, and comes with her loyal companion bunny. The doll also includes a collectible comic book. Fans can purchase Twyla both at SDCC and online starting July 24. Retail price: $80.

Hot Wheels Mario Kart: Pauline

Mattel rounds out the Girl Power line with a new Mario Kart Hot Wheels car featuring Pauline, the dazzling mayor of New Donk City. Pauline first appeared in the original Donkey Kong game in 1981. She has since become a fan favorite, and now she’s racing into collectors’ hands.

Girl Power in Fandoms

Mattel’s decision to spotlight an all-female lineup at SDCC reinforces its ongoing commitment to women and femme collectors.

“This lineup of collectibles salutes the fearless, fashion-forward and cherished female characters that continue to break boundaries,” said Nick Karamanos, senior vice president of Mattel Creations & Entertainment Partnerships. “From gothic glam to gaming icons, these collectibles honor the fan-favorite heroines from the franchises our fans know and love.”

Doll collectors and women centered fandoms often go unseen at events like Comic-Con. This year, Mattel is changing that by making us visible and celebrated.

Collectors who aren’t into dolls still have plenty to look forward to. Mattel will bring exclusives from franchises like Jaws, Back to the Future, Jurassic Park, and Masters of the Universe.

Whether you collect dolls, action figures, or Hot Wheels, you deserve to see yourself reflected in fandom. Mattel isn’t just designing toys. They’re building communities around the stories we love. That’s real representation, and real girl power.

all images courtesy of Mattel