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Mattel Wants Studios to Pitch the Uncomfortable

Mattel’s digital strategy centers on a shift toward high-risk, high-reward creative partnerships, moving away from the industry-standard preference for safe, predictable licensed titles.

• Mattel is actively seeking high-risk, 'uncomfortable' creative pitches for its portfolio of over 800 brands, moving away from safe, predictable licensed titles.
• The company views intellectual property as a tool to lower user acquisition costs and improve conversion, provided it is supported by a strong core gameplay loop.
• Mattel has streamlined its operational model by implementing tools like the Roblox License Manager, which replaces per-asset sign-offs with pre-set guardrails to increase creative velocity.