Mattel, the global toy company, has announced a strategic partnership with Outright Games to develop three new console and PC games. This partnership is part of Mattel’s strategy to expand its presence in the digital gaming sector and provide engaging experiences for players of all ages. The first three games, Matchbox Driving Adventures, Monster High: Skulltimate Secrets, and Barbie: Project Friendship, are set to be released before the end of the year.
Mattel’s focus on digital games has been successful, with their digital gaming division reaching 48 million monthly active players in 2023. This success has been driven by popular games like Barbie DreamHouse Tycoon and Hot Wheels Unleashed 2: Turbocharged. With their upcoming games and partnerships, Mattel aims to continue expanding its digital footprint and capturing the interest of fans worldwide.
The partnership with Outright Games is seen as a crucial step in achieving this goal. Outright Games is known for producing high-quality games that can be enjoyed by the whole family, making them an ideal developer for bringing Mattel’s beloved franchises to life on gaming consoles. The games will offer a variety of experiences, from high-speed driving adventures to stories that emphasize teamwork and friendship.
In addition to the partnership with Outright Games, Mattel has also announced collaborations with Zynga’s Rollic and Take-Two Interactive to develop new Barbie games. These partnerships are part of Mattel’s strategy to reach different audiences and expand into new genres. The company is committed to finding the right developers that match the target age range and genre for each game.
Mattel’s investment in the gaming industry comes at a time when many other companies are laying off employees. However, Mattel sees this as an opportunity to accelerate their growth and stay ahead of the curve. They are actively hiring new talent and exploring possibilities for co-development and acquisitions.
With 48 million active users across its games business, Mattel is already experiencing success in the gaming market. They are focused on delivering high-quality products and ensuring that each operating unit performs well independently. While Mattel currently relies on external developers, they are considering expanding their internal development capacity in the future.
Overall, Mattel’s partnership with Outright Games and other gaming companies demonstrates their commitment to delivering fun and innovative gaming experiences. By leveraging their iconic brands and collaborating with talented developers, Mattel aims to create games that resonate with fans worldwide and contribute to their continued success in the digital gaming sector.