Mattel launches first IP crossover mobile game ahead of its 80th anniversary 

Toy giant Mattel has partnered with Canadian studio Uken Games to launch free-to-play mobile title Mattel Match: Toybox Unlocked.

The game unites Mattel’s brands in a single digital experience, marking the company’s first IP crossover mobile title as part of its push to deliver new ways for fans to engage with its franchises.

Developed for Mattel’s 80th anniversary, Mattel Match: Toybox Unlocked features brands like Barbie, Hot Wheels, UNO, and more. 

As part of its 80th anniversary, Mattel said it is expanding its roster of strategic partnerships and Mattel Match: Toybox Unlocked is part of this push. The game is currently in soft launch in the Philippines and Canada, with a wider release planned later this year. 

New ways to engage 

In the game, players explore themed puzzle levels by matching characters and items from Mattel’s portfolio to uncover new toys as they progress through an animated toybox adventure.

“For the first time ever, Mattel is uniting its beloved brands in a single mobile game with Mattel Match: Toybox Unlocked, offering fans an exciting, new way to engage with the characters and stories they love,” said Mattel’s head of business development, digital gaming Erika Winterholler. 

“Our team has really enjoyed working with Uken Games to imagine and create this unique, interconnected world on mobile and can’t wait to have it join our growing portfolio of digital entertainment titles.”

Uken Games Co-CEO Chris Ye commented: “Uken is delighted to partner with Mattel on this iconic mobile match game that seamlessly brings together your favourite Mattel brands with this unique & challenging gameplay style.

“I cannot wait to see players filling up their digital toy boxes with their favourite Barbie, Hot Wheels, and UNO toys among the many others the game will feature.”