By Lisa Johnston
New products on display at the American International Toy Fair, held in N
New York — Monster announced it is teaming with Viacom for a new audio brand known as Monster DNA.
The first fruits of the partnership will be a line of headphones — the DNA models — and there are more products to come, Noel Lee, Monster’s head monster, told TWICE last week.
The headphones will feature triangular housings and a buddy jack, and they are meant to appeal to a younger audience than the Beats by Dr. Dre line, which Monster notoriously split from earlier this year.
When asked what led the company to partner with Viacom, Lee said, “To make an impact requires more than just manufacturing great products. You have to have great marketing and great reach. Jimmy [Iovine] and Dre achieved that with Beats. Beyond that, we have to look for a partner that has an equal reach, if not more, but that is in a different category. Their reach is across the board — it has music, it also has comedy, it has a broader audience … It’s a perfect match for where Monster is going.”
Monster will officially launch the ad campaign for the DNA headphones at the MTV Video Music Awards on Sept. 6. The campaign will also feature a social causes component that Monster believes will resonate in particular with Millennials.
On-ear DNA headphones will come in four colors for a $229 suggested retail while the in-ears will come in black or white for $119. They’re scheduled to be available this month.
At the IFA show in Berlin, Monster announced a new wireless headset it had manufactured in conjunction with Nokia. The Nokia Purity Pro Wireless Stereo Headset by Monster features active noise cancellation, NFC one-touch pairing, auto on/off, and a choice of four colors. The noise cancellation is said to activate as soon as the user wears the headset, and it also turns off automatically.
The headset features 26 hours of battery life when both Bluetooth and the active noise cancellation is turned on, and 32 hours when just the noise canceling is used.
Pricing and availability will be announced by Nokia.
Nokia and Monster first teamed up last year and have another headset together, a wired model.
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