Mattel is pushing more IPs in virtual world gaming with “Monster High: Paranormal Peril.” After their partner-built “Barbie DreamHouse Tycoon” neared 500M visits on Roblox, Mattel is taking direct control on more games. The new Monster High game is currently live in Fortnite as a four-player ghost hunt, and a Roblox edition is landing October 24. Mattel’s SVP of digital says in-house game development is, “A muscle we want so we can do this many times for lots of different brands,” as game-in-games become major brand discovery tools. Mattel also added Polly Pocket and Street Sharks to Roblox’s License Manager, which opens official assets to fan creators—technically giving up control on the mini games made, but making IP interaction community-driven. (Variety)
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