Mattel Bets on Roblox to Bridge Toy Box and Screen

Mattel is taking its biggest step yet into the world of online gaming, launching a series of digital experiences on Roblox 's platform as the toymaker seeks to reach children where they increasingly spend their time.

The El Segundo, Calif.-based company will debut its first self-published Roblox game Thursday, centered on its Monster High franchise. Players will be able to explore the fictional high school, customize digital pets and collect in-game items. Additional titles based on Barbie, Hot Wheels and other Mattel properties are in the works.

The push represents a crucial piece of Mattel's broader strategy to extend its brands beyond store shelves and into immersive digital environments. As children devote more hours to gaming platforms, traditional toy companies face pressure to adapt or risk losing relevance with their core customers.

Mattel Expands Digital Strategy With Self-Published Games

"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 at Mattel Future Lab, the company's innovation division. The initiative will "create worlds that bridge physical and digital play," he said.

Mattel is also expanding access to its intellectual property through Roblox's License Manager, a tool that lets independent developers incorporate official brand assets into their own creations. Polly Pocket and Street Sharks are already available through the program, with Matchbox and Rock 'Em Sock 'Em Robots slated to join soon.

The toymaker has already tasted success on Roblox. Barbie DreamHouse Tycoon, developed in partnership with gaming studio Gamefam, has attracted nearly 500 million visits since its 2023 launch. The new slate of games will give Mattel more direct control over how its franchises are represented on the platform.

The move underscores how legacy toy companies are racing to establish footholds in digital entertainment as the lines between physical and virtual play continue to blur.