Mattel Match: Toybox. Source: Mattel
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Mattel greenlights new games as partnerships blossom

Mattel has gone through different phases when it comes to its relationship with gaming. After the success of the Barbie movie in 2023, the toy maker started investing in games again through exec Mike Delaet.

But then Delaet left in the middle of 2024 and things stalled. And now Mattel is back to investing in games. Ken Wee, former head of strategy at Activision Blizzard, joined Mattel as chief strategy officer in September 2024.

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Written by

Dean Takahashi

Dean Takahashi is editorial director for GamesBeat. He has been a tech journalist since 1988, and he has covered games as a beat since 1996. He was lead writer for GamesBeat at VentureBeat from 2008 to April 2025. Prior to that, he wrote for the San Jose Mercury News, the Red Herring, the Wall Street Journal, the Los Angeles Times, and the Dallas Times-Herald. He is the author of two books, "Opening the Xbox" and "The Xbox 360 Uncloaked." He organizes the annual GamesBeat Next, GamesBeat Summit and GamesBeat Insider Series: Hollywood and Games conferences and is a frequent speaker at gaming and tech events. He lives in the San Francisco Bay Area.