Mattel is significantly expanding its gaming presence with the launch of new "Monster High" experiences on both Fortnite and Roblox. This move marks a strategic shift for the toy giant, emphasizing its growing commitment to in-house game development and broadening its digital footprint beyond licensed titles.
Key Takeaways
- "Monster High: Paranormal Peril" launches in Fortnite, offering a co-op ghost-hunting adventure.
- A "Monster High" game debuts on Roblox, featuring character customization and crafting.
- These launches signal Mattel’s increased focus on developing and publishing its own games.
- Other Mattel brands like Barbie, Hot Wheels, and Polly Pocket are also expanding their presence on Roblox.
Fortnite’s Paranormal Peril
Debuting on Fortnite, "Monster High: Paranormal Peril" invites players into a cooperative ghost-hunting adventure. Up to four players can team up to solve a mystery at Monster High, with twelve beloved characters from the franchise available at launch. The game challenges players to explore the haunted halls, using Frankie Stein’s tools to uncover clues and identify which of the twelve "ghouls" is responsible for a "wickedly chaotic curse" that has been unleashed. Developed in partnership with Look North Interactive using Unreal Editor for Fortnite (UEFN), this is Mattel’s second UEFN creation, following "Masters of the Universe: He-Man Heroes." The game can be accessed in Fortnite with the island code: 3449-2677-1935.
Roblox’s Monster High Experience
On October 24th, Roblox will see the launch of Mattel’s "Monster High" game, representing the first phase of a broader partnership with the platform. This collaboration will eventually feature games inspired by other major Mattel properties, including Barbie, Hot Wheels, Masters of the Universe, and Uno. In the "Monster High" Roblox game, players can immerse themselves in the school’s environment, customize "Creepanions," craft elixirs in Frankie Stein’s Alchemy Lab, and join Clawdeen Wolf’s pack to power the Ghoulstone for rewards. The experience promises iconic characters, extensive style options, and hidden secrets, encouraging players to collaborate and celebrate their "monster magic."
Expanding Mattel’s Digital Strategy
Beyond the "Monster High" titles, Mattel is leveraging Roblox’s License Manager program. This initiative allows IP holders to grant Roblox developers access to officially licensed assets for creating gameplay and fan-made content. As of the "Monster High" launch, Polly Pocket and Street Sharks brands are available through this program, with Matchbox and Rock ‘Em Sock ‘Em Robots slated for future inclusion. This move aligns with Roblox’s goal of enabling brands to connect with their communities through immersive experiences. While Mattel has previously partnered with developers for successful Roblox titles like the "Barbie DreamHouse Tycoon," these new "Monster High" games signify a crucial step in the company’s strategy to develop and self-publish its own digital content. Mattel aims to build this in-house capability to support a wide range of its brands across various gaming platforms, including mobile, console, and PC, with plans for its first self-published mobile game in 2025.
