Mattel’s Debut Firstparty Game Is Masters of the Universe Tie-In Skeletor: Until Next Time

Why It Matters

Self‑publishing gives Mattel direct control over monetization and brand experience, accelerating its push into the high‑growth mobile gaming market. The tie‑in leverages a major film release to drive user acquisition and cross‑promote its iconic IPs.

Key Takeaways

• Mattel Game Studios self‑publishes first mobile title, Skeletor runner.
• Game ties into Masters of the Universe film releasing June 5.
• Developed with Amber; available iOS and Android now.
• Mattel expects a second game launch later in 2026.
• Prior mobile portfolio amassed 20 M MAU and 550 M downloads.

Pulse Analysis

Mattel has been steadily converting its portfolio of toys into digital experiences, a move that accelerated after the company bought NetEase’s 50 % share in the joint venture Mattel163 for roughly $159 million. The partnership produced four flagship card‑game apps—Uno!, Uno Wonder, Phase 10 and Skip Bo—that together boast 20 million monthly active users and more than 550 million downloads as of February 2026. By taking ownership of development and publishing, Mattel can capture a larger slice of in‑app revenue, protect its brand narrative, and compete with other entertainment conglomerates that have already built robust mobile ecosystems.

The debut title, Skeletor: Until Next Time, is a Subway‑Surfers‑style lane runner that drops players into the world of the upcoming Masters of the Universe film, scheduled for theatrical release on June 5. Developed in partnership with Amber, the game leverages the film’s marketing push to attract both nostalgic fans and younger mobile gamers. Its free‑to‑play model, combined with in‑app purchases tied to the Skeletor character, offers a low‑friction entry point while providing Mattel a testbed for future monetization strategies across its IP slate.

Looking ahead, Mattel has signaled a second, undisclosed title will follow later this year, suggesting a rapid cadence of releases designed to keep its audience engaged. If the Skeletor launch meets user‑acquisition targets, it could validate the company’s decision to self‑publish and encourage further investment in original mobile franchises beyond its traditional toy lines. For the broader toy industry, Mattel’s approach underscores a growing imperative: turning beloved physical brands into persistent digital experiences to capture share in a market projected to exceed $150 billion by 2028.