Mattel and Uken Games launch crossover mobile game

Published 21/05/2025, 16:06
© Reuters

EL SEGUNDO, Calif. - Mattel, Inc. (NASDAQ: MAT), the renowned toy and family entertainment company with a market capitalization of $6.35 billion and annual revenue of $5.4 billion, has teamed up with Canadian independent game studio Uken Games to create "Mattel Match: Toybox Unlocked." According to InvestingPro data, the company maintains a strong financial position with a healthy current ratio of 2.43. This free-to-play match game is the first to feature a crossover of Mattel’s iconic brands, including Barbie, Hot Wheels, and UNO, in a single mobile gaming experience. The game is part of Mattel’s 80th-anniversary celebration and is aimed at offering fans a novel way to interact with their favorite characters and stories.

"Mattel Match: Toybox Unlocked" is designed as a puzzle adventure where players navigate through themed levels, matching characters and items from Mattel’s vast portfolio. As players progress, they unlock new layers of the toy universe, enhanced with vibrant animations. The game’s development marks a new digital venture for Mattel, as the company continues to explore innovative ways to engage audiences in the digital age.

Erika Winterholler, Head of Business Development, Digital Gaming at Mattel, expressed excitement about the collaboration with Uken Games and the opportunity to bring Mattel’s legendary brands together in a mobile game. Chris Ye, Co-CEO of Uken Games, also conveyed enthusiasm for the partnership and the unique gameplay style that integrates various Mattel brands. InvestingPro analysis indicates that Mattel maintains a "GOOD" overall financial health score, suggesting strong operational performance.

The game is currently undergoing a soft launch in the Philippines and Canada, with plans for a wider release in additional regions before the official launch later in the year.

Mattel’s collaboration with Uken Games reflects its commitment to its legacy of inspiring play, creativity, and imagination. By embracing digital platforms, Mattel aims to continue its tradition of innovation and interactive entertainment.

This news is based on a press release statement from Mattel, Inc. For deeper insights into Mattel’s financial performance and growth potential, investors can access comprehensive analysis and additional ProTips through InvestingPro’s detailed research reports.

In other recent news, Mattel Inc. reported its first-quarter 2025 earnings, surpassing Wall Street expectations despite industry challenges. The company posted an adjusted earnings per share (EPS) of -$0.05, better than the forecasted -$0.09, and revenue reached $827 million, exceeding the anticipated $786.01 million. UBS analyst Arpine Kocharyan reiterated a Buy rating with a $29 price target, citing Mattel’s strong quarter results and positive retail sales trends. Citi analysts also maintained a Buy rating, raising the price target to $22 due to Mattel’s robust performance and cost mitigation strategies. Morgan Stanley increased its price target to $17, maintaining an Equalweight rating, reflecting a less severe impact from tariffs. In product news, Mattel unveiled the Hot Wheels Speed Snap Track System, designed to simplify track assembly and enhance play experiences. Additionally, Mattel launched the Hot Wheels Track Creator app to complement the new track system. These developments reflect Mattel’s strategic initiatives to boost sales and navigate through a challenging economic landscape.

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