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Toys to Tech: Brands Go Digital for New Revenue
13 Oct
Summary
- Hasbro's Monopoly Go! nears $8 billion cumulative revenue.
- Mattel acquired Mattel163 to boost in-house gaming.
- UNO Wild mobile game launches commercially in early 2027.
Hasbro and Mattel are actively pivoting their iconic toy brands towards digital platforms to unlock new revenue opportunities beyond traditional toy sales.
Hasbro has found significant success with its mobile game Monopoly Go!, which is projected to exceed $8 billion in cumulative revenue by the summer of 2026. This success validates Hasbro's strategy of leveraging intellectual property through partnerships, as it reportedly has over 200 digital gaming projects in development with various collaborators.
Mattel is also enhancing its digital presence, notably by acquiring full control of Mattel163 to strengthen its in-house development capabilities. The company's UNO Wild mobile game is scheduled for a commercial release in early 2027, following a soft launch. Additionally, Mattel is developing other self-published titles and licensed games for PC and consoles.
These initiatives represent distinct yet convergent strategies for both companies. Hasbro focuses on collaborative development and portfolio streamlining, while Mattel is building its internal publishing power. Their ultimate goal is to transform enduring brands into versatile intellectual property and entertainment businesses capable of competing in the digital marketplace.
