Mattel is aggressively expanding its digital gaming footprint to ensure its 80-year-old brand portfolio remains culturally relevant. By shifting from a traditional, restrictive licensing model to a more collaborative approach, the company now empowers external creators to build immersive experiences on platforms like Roblox. This strategy prioritizes audience engagement over immediate monetization, leveraging iconic IP like Barbie and Hot Wheels to foster long-term fandom. Marcus Liassides, Global Head of Digital, emphasizes that the company seeks visionary pitches that push beyond standard genre conventions to create authentic, original content. By integrating first-party publishing capabilities through the acquisition of Mattel 163 and utilizing data-driven insights, Mattel aims to establish a direct, two-way dialogue with fans. This digital evolution serves as a critical bridge between legacy toy manufacturing and the next generation of interactive play, ultimately driving both digital retention and physical retail growth.
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