Mattel brings Monster High to Roblox

Toy giant Mattel has launched a new experience for its best-selling Monster High brand on Roblox

Just in time for Halloween, fans can enter the Roblox interactive digital world and step inside the haunted halls of Monster High to customise their pet “Creepanions,” craft powerful elixirs in Frankie Stein’s Alchemy Lab, and join Clawdeen Wolf’s pack.

Ron Friedman, VP, Mattel Future Lab, said: “Roblox is one of today’s most imaginative platforms, and this collaboration opens new ways for fans to experience Mattel’s brands. We’re starting with Monster High, with more standalone experiences and engagement through the License Manager to follow. Together, we’re creating worlds that seamlessly bridge physical and digital play.”