Mattel announced on May 21, 2025, a partnership with Uken Games to develop 'Mattel Match: Toybox Unlocked,' a free-to-play match game. This marks Mattel's first-ever IP crossover mobile game, uniting iconic brands such as Barbie, Hot Wheels, UNO, Thomas & Friends, and Masters of the Universe.
Players will embark on a puzzle adventure through uniquely themed levels, matching characters and items from across Mattel’s portfolio. The game is currently soft launching in the Philippines and Canada, with additional regions rolling out ahead of its official launch later this year.
This initiative is part of Mattel's 80th-anniversary campaign, honoring its legacy while embracing the future of play in the digital age. It represents a significant expansion of Mattel's digital entertainment titles, diversifying revenue streams and fostering deeper fan engagement across its brand universe.
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