Mattel is building out its in-house gaming business by inking co-development deals with major gaming platforms Roblox and Fortnite. 

The toyco will use its Monster High doll brand as the guinea pig for its first set of new titles on these platforms, kicking off today with the launch of Monster High: Paranormal Peril on Fortnite. This free co-op experience lets up to four players explore the haunted halls of the IP’s titular haunted school while using various tools to uncover and identify which of the characters is behind a wicked curse. 

Then in Roblox, Mattel will roll out an official Monster High game on October 24 as part of a broader partnership that includes upcoming licensed titles for Barbie, Hot Wheels, Masters of the Universe and UNO. This spooky experience allows players to customize their own ghoulish avatar and creepy pet, conjure up new elixirs in the Alchemy Lab and hunt for hidden secrets around the campus to unlock rewards. 

In addition, Mattel has added its Polly Pocket and Street Sharks brands to the Roblox License Manager, which developers can use to pitch and create their own licensed experiences on the platform with the toyco’s approval. Other brands that will be added to the program at a later date include Rock ‘Em Soc ‘Em Robots and Matchbox vehicles. 

Roblox launched License Manager in July, with SEGA, Netflix and Kodansha joining as its first wave of licensing partners. Since then, Mattel and Lionsgate have joined as additional partners, aiming to unlock new revenue streams on Roblox for their IPs and address unlicensed games that use brand assets without permission.