Mattel expands Roblox partnership with Monster High game launching Oct 24

Mattel Inc. (NASDAQ: MAT) announced an expanded collaboration with Roblox Corporation (NYSE: RBLX) to introduce new games based on Mattel's brands, starting with a Monster High experience launching October 24.

The Monster High game will allow players to customize pet "Creepanions," craft elixirs in Frankie Stein's Alchemy Lab, and join Clawdeen Wolf's pack. Additional standalone experiences featuring Barbie, Hot Wheels, Masters of the Universe, and UNO will follow, according to the company's press release.

Mattel also announced that Polly Pocket and Street Sharks are now available on Roblox's License Manager catalog, with Matchbox and Rock 'Em Sock 'Em Robots coming soon. This program enables developers to access officially licensed assets for game creation.

"Roblox is one of today's most imaginative platforms, and this collaboration opens new ways for fans to experience Mattel's brands," said Ron Friedman, Vice President of Mattel Future Lab.

Mattel previously partnered with Gamefam to launch Barbie DreamHouse Tycoon on Roblox in 2023, which reached nearly 500 million visits. Monster High ranks as the No. 4 doll brand worldwide, according to Circana retail tracking data for 2024.

The toy company has been expanding its digital presence with games across mobile, console, PC, and in-car platforms as part of its strategy to extend physical play into virtual environments.

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