Mattel and Roblox ramp up partnership, launching with Monster High experience this month

Mattel and Roblox have announced an expanded collaboration.

Monster High, Mattel’s self-published Roblox experience, debuts on 24th October. Fans can step inside the haunted halls of Monster High, customising their pet “Creepanions,” crafting elixirs in Frankie Stein’s Alchemy Lab, and joining Clawdeen Wolf’s pack to fuel the Ghoulstone for rewards.

Additional experiences will follow, bringing franchises like Barbie, Hot Wheels, Masters of the Universe, and UNO to the lineup of standalone Mattel games on Roblox.

Additionally, Polly Pocket and Street Sharks are now available on the Roblox License Manager and Licenses catalogue, with Matchbox and Rock ‘Em Sock ‘Em Robots coming soon. This programme enables IP holders to bring their properties into immersive digital play at scale, giving Roblox developers access to officially licensed assets for gameplay and fan creations.

Ron Friedman, Vice President, Mattel Future Lab, says: “Roblox is one of today’s most imaginative platforms, and this collaboration opens new ways for fans to experience Mattel’s brands. We’re starting with Monster High, with more standalone experiences and engagement through the License Manager to follow. Together, we’re creating worlds that seamlessly bridge physical and digital play.”

Stephanie Latham, Vice President of Global Brand Partnerships & Advertising, Roblox, says: “We help brands spark connections with their communities through imaginative, immersive opportunities.”

“With Mattel bringing iconic properties like Monster High, Barbie, Hot Wheels, and Polly Pocket to the platform through custom experiences, our License Manager, and more, fans now have fresh ways to play, explore, and engage with the stories they love - proving how brands can reach next-generation audiences in meaningful and innovative ways.”

2025 RTIH INNOVATION AWARDS

Immersive experiences will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which are now closed for entries with our finalists and shortlists being announced last week, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.