Mattel Expands Roblox Partnership

Mattel has expanded its partnership with Roblox with plans to introduce new games based on the toy company’s brands, beginning with a Monster High experience coming October 24, and increasing the availability of its brand via the License Manager.

“Roblox is one of today’s most imaginative platforms, and this collaboration opens new ways for fans to experience Mattel’s brands,” said Ron Friedman, VP of Mattel Future Lab. “We’re starting with Monster High, with more stand-alone experiences and engagement through the License Manager to follow. Together, we’re creating worlds that seamlessly bridge physical and digital play.”

In the Monster High game, fans will be able to customize pet “Creepanions,” create elixirs in Frankie Stein’s Alchemy Lab and join Clawdeen Wolf’s pack.

Additional Roblox experiences will follow, bringing brands such as Barbie, Hot Wheels, Masters of the Universe, UNO and more to life.

Also, as first announced at the 2025 Roblox Developers’ Conference, Polly Pocket and Street Sharks are now available on the Roblox License Manager and Licenses catalog. Matchbox and Rock ’Em Sock ’Em will become available soon.

“At Roblox, we help brands spark connections with their communities through imaginative, immersive opportunities,” said Stephanie Latham, VP of global brand partnerships and advertising at Roblox. “With Mattel bringing iconic properties like Monster High, Barbie, Hot Wheels and Polly Pocket to the platform through custom experiences, our License Manager and more, fans now have fresh ways to play, explore and engage with the stories they love—proving how brands can reach next-generation audiences in meaningful and innovative ways.”