Mattel and LA-based developer Gamefam have launched a new He-Man interactive experience on Roblox.

He-Man and the Masters of the Universe: You Have The Power! is an all-ages role-playing game that lets players duke it out with one another as characters from the 2021 CG-animated Netflix series.

Roblox users can collect and upgrade avatars like Man-At-Arms and He-Man, using them to explore Castle Grayskull and its hidden secrets. Game content will be updated monthly, with the addition of unique new settings in He-Man’s world of Eternia.

Launching a new title on Roblox provides Mattel with the opportunity to connect new and returning fans of the Masters of the Universe brand with characters and environments from the Netflix series, said VP and global head of action figures PJ Lewis in a press release.

This is the second Roblox title the toyco has co-developed with Gamefam; they previously worked together on driving game Hot Wheels Open World, which rolled out in November 2020.

Gamefam also partnered with SEGA to release the licensed title Sonic Speed Simulator earlier this month. The developer has created more than 20 original games for the Roblox platform, including Robeats and Red Light, Green Light, which was inspired by one of the games featured in Netflix’s runaway hit series Squid Game.

With nearly 50 million daily active users, Roblox is quickly becoming an important marketing channel for reaching younger consumers and families. Nike, Warner Bros. Discovery and Sanrio’s Hello Kitty (which just launched an immersive café experience developed by Rock Panda on Roblox today) are just some of the brands that have recently embraced the platform.