Mattel ramps up app-based offering

Katie Roberts

By Katie Roberts

January 31st 2012 at 10:26AM
Mattel ramps up app-based offering

Firm to roll out new games based on popular apps, following success of initial Angry Birds product.

A new partnership between app developer, Halfbrick Studios and Mattel will see the firm introduce a game based on the Fruit Ninja app, while it is also extending its Angry Birds offering with a new title.

Launched in 2010, the Fruit Ninja app has seen in excess of 20 million sales across multiple user platforms including all Apple devices, Android phone systems and, most recently, Xbox 360.  

Mattel’s Fruit Ninja Slice Of Life game will launch in February and comes with mission cards, 20 pieces of fruit and two lightweight plastic samurai swords.

Players must go head-to-head to flip over the pieces of fruit determined by each mission card. The first player to complete the challenge wins the card and the first to collect five cards wins the game.

Also new for February, the Angry Birds are back in the second instalment of the skill and action game from Mattel.

Building on last year’s phenomenal sell-through, Angry Birds On Thin Ice allows players to build, launch and destroy, with new features, including pigs with helmets, breakable ice blocks, an ‘exploding’ TNT box and a new large red bird character.

Players draw a card and build the structure shown. Their opponents are then able to launch Angry Birds in an attempt to knock down both the construction and the pigs to win points in the game.

Jonathan Kirkley, marketing manager, games, said: “The huge demand for the first Mattel app-based game demonstrates that our strategy of bringing the digital world to life in the form of a physical, boxed game is relevant and appealing to consumers.”