To celebrate Mattel’s 80th anniversary, the iconic toy company and the Canadian independent game studio, Uken Games, are teaming up for the worldwide mobile game launch of Mattel Match: Toybox Unlocked.
In this free-to-play game featuring classic licensed Mattel brands such as Barbie, Fisher-Price, Uno, Thomas & Friends, Hot Wheels, Masters of the Universe, and more, players journey through themed puzzle levels, matching toys, items, and characters under the Mattel umbrella. Players also encounter a jumbled toy box where they must find branded trios before the time runs out.
“For the first time ever, Mattel is uniting its 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.”
Mattel Match: Toybox Unlocked marks Mattel’s first-ever digital IP crossover mobile game, showcasing the company’s commitment to evolving with the digital landscape and engaging fans through fresh brand experiences.
“Uken is delighted to partner with Mattel on this iconic mobile match game that seamlessly brings together your favorite Mattel brands with this unique & challenging gameplay style,” says Chris Ye, Co-CEO of Uken Games. “I cannot wait to see players filling their digital toy boxes with their favorite Barbie, Hot Wheels, and UNO toys among the many others the game will feature.”
Mattel Match: Toybox Unlocked is currently in soft launch in the Philippines and Canada, with additional regions set to follow in anticipation of its official global release later this year. This innovative mobile game release marks Mattel’s eight decades of leadership and excellence in the toy industry.
