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Wednesday, Feb 8, 2023

Mattel Inks Deal for Mobile Games Based on Its Characters

In a move to link more of its traditional toys to technology, El Segundo toy maker Mattel Inc. has struck a deal with Hong Kong mobile games developer Animoca to create games based on the toy company’s brands.

Animoca and Mattel will both invest in developing games for mobile phones and tablets, and handle the marketing, promoting and distributing. Animoca will handle game development and launch.

A spokesman for Mattel did not have details on the characters that would be part of the deal or territories the games would be released in.

Animoca develops original games for its own portfolio as well as those based on characters developed by others, such as Garfield, Ultraman, and Doraemon. The company also publishes games developed by other parties. Most of Animoca’s games are free, and the company generates revenue from in-app purchases or in-game advertising.

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