Mattel partnered with the British publisher of Paw Patrol and My Little Pony games to release three games based on the company's brands such as "Barbie."
Mattel and Outright Games will launch Matchbox Driving Adventures, Monster High: Skulltimate Secrets, and Barbie Project Friendship before the year ends.
Mattel Pushes Video Games Initiative With Partnerships
Earlier this year, Mattel kicked off its plans to self-publish game titles through collaboration with big and small developers. The company then explained that the new venture is targeted to expand Mattel's footprint in digital games.
"This is an exciting time for us as we take our iconic IP beyond licensing partnerships to self-publishing of Mattel mobile games," said Josh Silverman, chief franchise officer at Mattel.
The company is expecting to significantly increase its revenue by expanding its IP and investing in video games. Mattel also aims to bring a universal experience across ages through video games.
Mattel to Release More Games in 2024
In 2023, Mattel Digital Games recorded 48 million monthly active players across its existing games. This includes players from Barbie DreamHouse Tycoon and Hot Wheels Unleashed 2: Turbocharged.
Mattel and Outright Games will be working together under a multiyear partnership to create three games that will be released on consoles and PCs. Matchbox Driving Adventures is inspired by high-speed competitive racing while Barbie and Monster High games will focus on teamwork and friendship.
All of the upcoming games are targeted to start a PC and console presence for the franchise. The games will also lean on reaching a younger audience that has been underserved in the market.
The company has yet to disclose more details about each game, including the release dates and features. Mattel is expected to announce more information in the coming months.
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