- Mattel (MAT, Financial) partners with Uken Games to launch its first-ever IP crossover mobile game.
- 'Mattel Match: Toybox Unlocked' unites iconic brands like Barbie, Hot Wheels, and UNO.
- The game is soft launching in the Philippines and Canada.
Mattel, Inc. (MAT), a global leader in toy and family entertainment, has announced a partnership with Canadian independent game studio Uken Games to launch 'Mattel Match: Toybox Unlocked'. This marks the first-ever IP crossover mobile game for Mattel, featuring a combination of iconic brands such as Barbie, Hot Wheels, Fisher-Price, UNO, and Masters of the Universe.
Developed as part of Mattel’s 80th anniversary campaign, 'Mattel Match: Toybox Unlocked' is a free-to-play match game. It invites players to embark on a puzzle adventure, matching characters and items from across Mattel’s diverse portfolio. The game progresses through uniquely themed levels, revealing new and familiar items that unlock additional layers of Mattel’s toy universe.
The game is currently in soft launch in the Philippines and Canada, with plans for additional regional rollouts ahead of its official launch later in the year. This initiative is a significant step in Mattel's ongoing efforts to innovate and expand its digital entertainment offerings.
Erika Winterholler, Head of Business Development, Digital Gaming at Mattel, stated, "For the first time ever, Mattel is uniting its beloved brands in a single mobile game, offering fans an exciting, new way to engage with the characters and stories they love." Chris Ye, Co-CEO of Uken Games, expressed enthusiasm for the collaboration, citing the unique and challenging gameplay style that brings together favorite Mattel brands.
