October 15, 2025 — Leads & Copy — Mattel, Inc. and Roblox Corporation have announced an expanded collaboration to introduce a series of new Roblox titles inspired by Mattel’s celebrated brands. The collaboration aims to bring iconic properties like Monster High, Barbie, Hot Wheels, Polly Pocket, and more to the Roblox platform.
Monster High, Mattel’s premier self-published Roblox experience, is set to debut on October 24. Fans can explore the haunted halls of Monster High, customize their pet “Creepanions,” craft elixirs in Frankie Stein’s Alchemy Lab, and join Clawdeen Wolf’s pack.
Building on the success of Monster High, additional experiences will follow, translating signature play patterns into Roblox’s interactive digital world. Polly Pocket and Street Sharks are now available on the Roblox License Manager and Licenses catalog, with Matchbox and Rock ‘Em Sock ‘Em Robots coming soon.
Ron Friedman, Vice President, Mattel Future Lab, said this collaboration opens new ways for fans to experience Mattel’s brands. Stephanie Latham, Vice President of Global Brand Partnerships & Advertising, Roblox, added that this helps brands spark connections with their communities through immersive opportunities.
Mattel’s IP brings familiarity that deepens fan engagement, enhancing Roblox’s creative ecosystem. Mattel has already partnered with Gamefam to launch Barbie DreamHouse Tycoon in 2023, reaching close to 500 million visits.
Mattel is committed to extending physical play to the virtual world by creating digital games and experiences for fans of all ages.
Source: Mattel
