Emily Martin
Mar 06, 2024
Toy giant Mattel, known for iconic brands like Hot Wheels, Thomas the Tank Engine, and Barbie, is stepping into the realm of game publishing. Following years of cultivating licensing partnerships with titles such as Forza Horizon 5, Roblox, and World of Tanks, the company has unveiled plans to venture into self-publishing mobile games, marking an expansion of its "global network of development partners."
A Mattel spokesperson confirmed to Game Developer that while the initial focus will be on mobile platforms, the company remains open to future expansion into PC and console gaming.
In an interview, Mattel's global head of digital gaming, Mike DeLaet, shed light on the endeavour, emphasising a desire to directly support developers working with Mattel's renowned toy-based brands.
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"We're embarking on co-development, greenlighting one new game annually, and overseeing the publishing process," he revealed, noting the establishment of an internal team dedicated to this venture.
Targeting primarily players aged 13 and above, Mattel also has child-centric apps in the pipeline, such as the recently announced Thomas & Friends: Let's Roll.
DeLaet expressed interest in collaborating with developers to craft original video game brands that could potentially translate into physical toy lines, although the current focus is on reinvigorating existing brands with a fresh perspective.
Mattel's foray into video game publishing coincides with a pivotal moment for both the toy manufacturer and the gaming industry. Buoyed by the success of the 2023 Barbie film, which injected new life into its flagship doll, Mattel is venturing into gaming amidst an industry downturn, prompting discussions about the risks of overinvestment.
However, DeLaet remains optimistic about Mattel's strategic move, citing CEO Ynon Kriez's commitment to prioritise this expansion. "We're growing, we're hiring," he affirmed, underscoring the company's belief in fostering industry-wide growth.
Mattel's leap into video game publishing carries the potential to invigorate both the toy business and the gaming sector, echoing its cultural significance following the Barbie movie's success. While Mattel boasts beloved toy lines, the company faces the challenge of understanding the essence of its appeal in the digital gaming realm.
