• by Colin Kirkland , 3 hours ago

Leading toy and entertainment company Mattel is venturing further into the social gaming world by bringing its UNO card game to Fortnite and Roblox in the form of two virtual experiences.

According to the company’s announcement, Mattel partnered with developers Look North World, who will bring a game called “UNO Royale” to Fortnite players, while also launchng “UNO: Bridge Clash” on Roblox via a partnership with gaming company Preloaded.

Traditionally a physical card game, UNO will now exist in the virtual realm, with Roblox players racing through an obstacle course, matching cards to build bridges and block opponents, whereas Fortnite players are tasked with crafting and collecting specific cards to build new decks and expand the size of tournaments while unlocking branded custom card skins.

Like other major entertainment companies, Mattel and its Digital Studios team has spent the past few years extending physical goods and games to playable virtual ecosystems.

Over the past year, Mattel's Barbie brand became a leading focus for younger generations of gamers, with “Barbie Dreamhouse Tycoon” ranking as one of Roblox’s top 5 brand games, alongside experiences featuring other notable IPs like Spongebob, The NFL, Sonic The Hedgehog, and FIFA.

In addition, when Roblox recently made it possible for more developers to access and utilize licensed IP from popular shows and movies through its License Manager platform, the company added Mattel franchises “Polly Pocket” and “Street Sharks” to its licensing catalog.

As for Fortnite, Mattel launched its digital experience “Masters of the Universe: He-Man Heroes” over the summer, marking its first official island on the platform.

By repurposing its IP and focusing on social gaming, Mattel is attempting to drive sustained engagement for fans across generations.