A mobile match 3D game bringing together all of Mattel’s most popular brands across the decades - simple, right? Well this concept took some real creativity to crack, in order to keep the voice of the brand intact while avoiding comparisons to competitors like Toy Story. There’s a lot to consider when you want He-Man, Barbie, and Thomas the Tank Engine to all play nice with each other.

As part of Uken Games’ in-house team I collaborated closely with the tech devs, incorporating IP holders’ feedback to ensure the game’s copy met the exact right tone to evoke childhood nostalgia… and addictive modern gameplay.