Mattel and Roblox to launch new slate of games starting with Monster High

[Mattel Corporate Headquarters Building]
Wolterk/iStock Editorial via Getty Images

Mattel (NASDAQ:MAT [https://seekingalpha.com/symbol/MAT]) and Roblox (NYSE:RBLX [https://seekingalpha.com/symbol/RBLX]) are expanding their creative collaboration [https://seekingalpha.com/pr/20267152-mattel-expands-collaboration-with-roblox-to-bring-new-slate-of-games-to-the-platform] to offer a new slate of Roblox titles inspired by Mattel (NASDAQ:MAT [https://seekingalpha.com/symbol/MAT]) brands, beginning with the October 24 debut of Monster High.

Besides Monster High -- the number four doll brand worldwide -- Mattel (NASDAQ:MAT [https://seekingalpha.com/symbol/MAT]) and Roblox (NYSE:RBLX [https://seekingalpha.com/symbol/RBLX]) will bring other franchises to the digital world, including Barbie, Hot Wheels, Masters of the Universe, UNO, and other standalone Mattel (NASDAQ:MAT [https://seekingalpha.com/symbol/MAT]) games.

Mattel has already proven its strength on Roblox, partnering with Gamefam to launch Barbie DreamHouse Tycoon in 2023. The experience quickly became a top performer on Roblox, reaching close to 500 million visits.

“Today’s announcement underscores Mattel’s commitment to extending physical play to the virtual world by creating digital games and experiences that drive sustained engagement among fans of all ages,” the company said in a statement.

Shares of both Mattel (MAT [https://seekingalpha.com/symbol/MAT]) and Roblox (NYSE:RBLX [https://seekingalpha.com/symbol/RBLX]) are higher on Wednesday, gaining more than 2% and 4%, respectively.

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