Toy company Mattel, famous for brands like Hot Wheels, Thomas the Tank Engine, and Barbie, is making a foray into game publishing. After setting up licensing partnerships with games like Forza Horizon 5, Roblox, and World of Tanks, the company has announced its plan to self-publish mobile games as part of its expansion of development partners.
A Mattel spokesperson confirmed that while the focus is on mobile platforms for now, the company is open to expanding to PC and console in the future.
In an interview, Mattel's global head of digital gaming Mike DeLaet shared more insight into the initiative, stating the company's intention to directly support developers working with its toy-based brands.
The company will mainly target players aged 13 and above, with some child-oriented apps in the works including Thomas & Friends: Let's Roll. DeLaet also expressed interest in collaborating with developers to create original video game brands that could be adapted into physical toys.
Are video games "Kenough" for Mattel?
Mattel's move into video game publishing comes at an intriguing time for both the company and the game industry, with recent success from the Barbie movie and challenges facing the game market. DeLaet remains optimistic about the investment, believing in the potential for industry growth and the positive impact on Mattel's overall position.
While Mattel's venture into video game publishing holds promise, its success ultimately depends on understanding the appeal of its beloved toy lines and how to leverage them in the gaming market.
