Mattel has some of the biggest IP in the world. Now it’s getting much more serious about building games around it.
Nic Hill and Matt Daly sit down with Sean Thompson, VP of Mattel Game Studios, to talk about the launch of Barbie DreamStyle on Roblox and the thinking behind Mattel’s broader gaming strategy.
Sean breaks down why Barbie can support multiple Roblox experiences at once, what Mattel has learned about building for UGC platforms, and why success on Roblox means playing the long game rather than betting everything on launch week.
They also get into brand safety, building for the audience already on the platform, Mattel Game Studios’ approach to publishing, and how IP like Barbie can move between generations without losing what makes it Barbie.
And ALSO - Brands In Play is a Finalist in the 5th Annual Signal Awards in the Creativity & Marketing category, and we’re up for the Listener’s Choice Award.
If you’ve been watching or listening to the show, we’d really appreciate your vote. Voting is open through October 15, and every vote counts.
Vote for Brands In Play: https://vote.signalaward.com/PublicVoting#/2026/shows/genre/creativity-marketing
A really good conversation about what happens when a major IP owner starts thinking like a games publisher.
Watch or listen to Episode 93 of Brands In Play.
Follow Sean Thompson - https://www.linkedin.com/in/sean-thompson-ca77/
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