Dive into Mattel’s ambitious new chapter as the toy giant launches a slate of immersive games for its iconic brands, including the highly anticipated Monster High experiences on Roblox and Fortnite, cementing its position in the metaverse and transforming how fans engage with their favorite characters.
In a groundbreaking move that redefines how classic brands interact with modern audiences, Mattel, Inc., a global leader in toy and family entertainment, has announced a significant expansion of its digital gaming initiatives. This strategic pivot emphasizes in-house game development and robust partnerships with immersive platforms like Roblox and Fortnite, bringing beloved franchises such as Monster High, Barbie, and Hot Wheels directly into the metaverse.
This expanded collaboration, detailed in an official press release via Business Wire, highlights Mattel’s commitment to bridging physical and digital play. It marks a pivotal moment for the company, moving beyond traditional licensing to take a more direct role in crafting digital experiences for its iconic portfolio.
The Dawn of a Digital Era: Mattel’s Strategic Shift
For decades, Mattel has captivated generations with its tangible toys and compelling storytelling. Now, the company is boldly stepping into the digital realm, transforming its most celebrated brands into interactive gaming experiences. This shift is not merely an adaptation but a deliberate strategy to engage next-generation audiences through imaginative and immersive opportunities.
Marcus Liassides, Mattel’s Senior Vice President and Global Head of Digital, emphasized this strategic direction. He noted that while previous large-scale digital projects were often licensed to partners, these new initiatives are developed and published in-house by Mattel. This commitment to building out internal capabilities signals a long-term vision for sustained digital engagement, transforming the company into a direct creator and operator of its digital destiny, as reported by AOL, which published an exclusive from Variety.
Monster High: Unleashing Ghoulish Fun Across Platforms
Leading Mattel’s digital charge is the popular Monster High franchise, which is now making a dual debut on two of the world’s largest gaming platforms: Fortnite and Roblox.
Monster High Haunts Fortnite with Paranormal Peril
Launched on October 15, 2025, Monster High: Paranormal Peril invites up to four players on a co-op ghost hunting adventure within Fortnite. Developed by Mattel in partnership with Look North Interactive using Unreal Editor for Fortnite (UEFN), the game plunges players into a mystery at Monster High. Fans can choose from twelve iconic characters, including Draculaura, Cleo, Clawdeen, Frankie, and Lagoona Blue, to uncover the source of a wickedly chaotic curse. This marks Mattel’s second foray into Fortnite’s UEFN, following the successful August launch of Masters of the Universe: He-Man Heroes.
Step Inside the Haunted Halls with Monster High on Roblox
Just a few days later, on October 24, 2025, Mattel will unleash its premier self-published Roblox experience, the Monster High Experience. This standalone game is the first in a dynamic lineup of new Roblox titles inspired by Mattel’s beloved brands. Players will be able to customize their pet “Creepanions,” craft powerful elixirs in Frankie Stein’s Alchemy Lab, and join Clawdeen Wolf’s pack to fuel the legendary Ghoulstone for fang-tastic rewards. The experience promises iconic characters, endless style options, and secrets lurking beneath the school, inviting players to discover that monster magic never goes out of style.
A Growing Digital Realm: Beyond Monster High
The Monster High launches are just the beginning of Mattel’s extensive digital roadmap. Additional standalone experiences are set to follow, bringing other iconic franchises to life on Roblox. Fans can anticipate future games inspired by:
- Barbie
- Hot Wheels
- Masters of the Universe
- Uno
Furthermore, Mattel is expanding its reach through the Roblox License Manager and Licenses Catalog. This program allows third-party developers to access officially licensed assets for gameplay and fan creations, enabling immersive digital play at scale. As of October 15, 2025, Polly Pocket and Street Sharks are available, with Matchbox and Rock ‘Em Sock ‘Em Robots coming soon.
The Blueprint for Success: Barbie DreamHouse Tycoon’s Legacy
Mattel’s current digital push builds on a proven track record of success on the Roblox platform. In 2023, the company partnered with Gamefam to launch Barbie DreamHouse Tycoon. This experience quickly became a top performer, captivating audiences and reaching close to 500 million visits. The immense popularity of Barbie DreamHouse Tycoon showcased the powerful potential of bringing Mattel’s brands into interactive digital worlds, setting a high bar for future endeavors.
Mattel’s Vision for the Future of Play
Executives from both Mattel and Roblox shared their enthusiasm for this expanded collaboration.
Ron Friedman, Vice President of Mattel Future Lab, stated, “Roblox is one of today’s most imaginative platforms, and this collaboration opens new ways for fans to experience Mattel’s brands. 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.”
Stephanie Latham, Vice President of Global Brand Partnerships & Advertising at Roblox, added, “At Roblox, we help brands spark connections with their communities through imaginative, immersive opportunities. With Mattel bringing iconic properties like Monster High, Barbie, Hot Wheels, and Polly Pocket to the platform through custom experiences, our license manager, and more, fans now have fresh ways to play, explore, and engage with the stories they love—proving how brands can reach next-generation audiences in meaningful and innovative ways.”
This initiative is part of Mattel’s broader commitment to digital entertainment. The company launched more than 20 standalone games and integrations across mobile, console, PC, and even in-car platforms in 2025. Looking ahead, Mattel is poised to launch its first in-house developed and self-published mobile game in the coming year, further solidifying its presence as a major player in the interactive entertainment landscape.
For fans of Mattel’s timeless brands, this expansion means more opportunities than ever to engage with their favorite characters and stories in dynamic, creative new ways, proving that classic magic can truly live forever, even in digital form.
