Dive Brief:
- In a partnership expansion, Mattel is debuting a new series of Roblox in-game experiences inspired by some of its toy brands, the two companies announced Wednesday.
- Mattel and Roblox on Friday will introduce the Monster High experience, where players can explore the virtual space, customize “creepanion” pets and craft elixirs, among other activities, per the press release.
- Mattel is also bringing additional franchises to the platform, including Hot Wheels, Barbie, Uno and Masters of the Universe, according to the announcement.
Dive Insight:
A partnership with Roblox is part of Mattel’s broader efforts to reimagine physical games in the virtual world and drive engagement across all age groups.
With its Roblox experiences, Mattel adds to the company’s current assortment of stand-alone digital games across mobile, desktop, console and in-car formats.
Mattel has already integrated its Polly Pocket and Street Sharks franchises onto the Roblox License Manager and Licenses catalog, and will soon add Matchbox and Rock ’Em Sock ’Em Robots onto the platform. The program gives Roblox developers access to licensed assets for gameplay and fan creations.
“Roblox is one of today’s most imaginative platforms, and this collaboration opens new ways for fans to experience Mattel’s brands,” Ron Friedman, vice president at Mattel Future Lab, said in a statement. “We’re starting with Monster High, with more standalone experiences and engagement through the License Manager to follow. Together, we’re creating worlds that seamlessly bridge physical and digital play.”
What Mattel is doing with Roblox is part of a larger strategy regarding the toy company’s intellectual property.
”This is really about our continuous evolution from a toy manufacturing company that we used to be to become an IP company — to making items to managing franchises,” Mattel CEO Ynon Kreiz said this fall at the Goldman Sachs Annual Global Retailing Conference.
The company unveiled a new brand organization leadership team in September to focus on growing its entertainment business and drive its brand management strategy. Executives were promoted from within the company to fill two newly created roles: Roberto Stanichi as chief global brand officer and Jamie Cygielman as global head of dolls.
Mattel is also deploying artificial intelligence to extend its brand reach. The toy company has partnered with OpenAI to help create more AI-powered products and play experiences. Mattel will use ChatGPT Enterprise as part of its product development and to better engage with audiences.
Though Mattel has turned increased attention toward its digital offerings, the company is also trying to keep its products affordable amid tariff increases. CFO Paul Ruh recently told analysts that the company will continue to price between 40% and 50% of its U.S. products under $20. The company expects the total tariff exposure for this year, before any mitigating actions, to be under $100 million.