By Gavin Boyle
Mattel announced new video games inspired by its Monster High universe hitting Roblox and Fortnite.
“Step inside the haunted hall of Monster High like never before – customizing their pet ‘Creepanions,’ crafting powerful elixirs in Frankie Stein’s Alchemy Lab, and joining Clawdeen Wolf’s pack to fuel the legendary Ghoulstone for fang-tastic rewards. Featuring iconic characters, endless style options, and secrets lurking beneath the school, the experience invites players to team up, show their claws, and discover that monster magic never goes out of style,” a description of the Roblox game reads.
The launch of the Roblox game comes as Mattel announced at this year’s Roblox Developer’s Conference that it would be making some of its most iconic IP available for licensing on the platform. Along with Monster High, Polly Pocket and Street Shark are available now, with Matchbox and Rock ‘Em Sock ‘Em Robots coming soon.
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“Roblox is one of today’s most imaginative platforms, and this collaboration opens new ways for fans to experience Mattel’s brands. We’re starting with Monster High, with more standalone experiences and engagement through the License Manager to follow. Together, we’re creating worlds that seamlessly bridge physical and digital play,” said Ron Friedmna, the vice president of Mattel Future Lab.
Meanwhile, the Fortnite game allows up to four players to work together to solve a mystery taking place at Monster High.
“A wickedly chaotic curse has been unleashed at Monster High. Explore the haunted halls and use Frankie’s fangtastic tools to uncover clues and identify which of twelve Monster High ghouls is behind the chaos. Could it be Draculaura, Cleo, Clawdeen, Frankie, or Lagoona Blue?” a description of the game reads.
The launch of these games comes as the toy company has worked hard in recent years to aggressively expand its cultural reach. After the success of BARBIE in 2023, Mattel hopes to recreate that success by bringing more of its brands to the big screen. Earlier this year, it launched Mattel Studios to do just that. Movies based upon Matchbox, BARNEY, THOMAS & FRIENDS, Hot Wheels and Viewfinder are now in the works.
“Our vision for Mattel Studios is to collaborate with leading creators to make standout quality content based on Mattel’s iconic brands that will resonate in culture and appeal to global audiences,” said Mattel Chairman and Chief Executive Officer Ynon Kreiz after the studio was announced.
As children spend more time online and engaging with video games, it is interesting to see a company like Mattel work to bring its IP to the digital space and keep its cultural dominance by meeting kids where they are at.
Read Next: Mattel Announces New Polly Pocket Movie Along with Other Family-Friendly Projects
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