Masters of the Universe

How to Pitch Mattel the Perfect Game with Marcus Liassides, Mattel Digital SVP

Mattel is aggressively transforming its digital strategy by leveraging its extensive portfolio of over 800 iconic brands, including Barbie, Hot Wheels, and Masters of the Universe, to establish a dominant presence across mobile, console, and metaverse platforms like Roblox.

• Mattel is pivoting from a traditional licensing model to a collaborative strategic partnership, prioritizing long-term cultural relevance and community engagement over immediate monetization.
• The company is leveraging a portfolio of over 800 brands, including Barbie, Hot Wheels, and Masters of the Universe, to expand across mobile, console, and metaverse platforms like Roblox and Fortnite.
• Mattel currently manages over 50 active digital projects, supported by a hybrid model that combines external licensing with internal self-publishing capabilities following the acquisition of the Mattel163 joint venture.