Mattel Match: Toybox Unlocked mobile game launches in Philippines and Canada via Uken Games tie up

Mattel has partnered with Uken Games to develop Mattel Match: Toybox Unlocked, marking the first ever IP crossover mobile game for the company.

Developed as part of Mattel’s 80th anniversary campaign, the game features Barbie, Hot Wheels, Fisher-Price, UNO, Thomas & Friends, Masters of the Universe, among others.

Players will journey through themed levels in a puzzle adventure, matching characters, toys and items from across Mattel’s portfolio and digging through a jumbled toybox to find trios before time runs out. As users advance, new and familiar items are revealed, unlocking additional layers of the firm’s toy universe, brought to life through animations.

“For the first time ever, we are uniting our 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,” says Erika Winterholler, Head of Business Development, Digital Gaming at Mattel.

“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 is delighted to partner with Mattel on this iconic mobile match game that seamlessly brings together your favorite Mattel brands with this unique and challenging gameplay style,” says Chris Ye, Co-CEO at Uken Games. “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.”

Mattel Match: Toybox Unlocked is currently soft launching in the Philippines and Canada, with additional regions rolling out ahead of its official launch later this year.

2025 RTIH INNOVATION AWARDS

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

The awards, which are now open for entries, 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.