Mattel Expands Roblox Partnership With New Game
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Mattel has announced an expanded collaboration with Roblox, bringing a new wave of its most iconic toy brands into the digital gaming world. The partnership kicks off with Monster High, a self-published Roblox experience launching October 24, where players can explore haunted halls, craft elixirs, and join Clawdeen Wolf’s pack for rewards. The game features customizable characters, collectible “Creepanions,” and hidden surprises inspired by the Monster High universe.
Following Monster High’s debut, Mattel plans to introduce more standalone games based on beloved franchises, including Barbie, Hot Wheels, Masters of the Universe, and UNO. The initiative is part of Mattel’s broader strategy to bridge physical and digital play, giving fans new ways to engage through immersive storytelling. Roblox users will also gain access to official Mattel assets — such as Polly Pocket and Street Sharks — for use in their own creations via the platform’s License Manager.
Both companies describe the partnership as a milestone for interactive play. For Mattel, it reinforces its legacy of innovation and cultural relevance; for Roblox, it highlights the platform’s role as a creative hub connecting brands with next-generation audiences. With over 500 million visits to its earlier Barbie DreamHouse Tycoon experience, Mattel’s latest move marks a major step in transforming its toy empire into a global digital playground.
