Mattel strengthens games portfolio

Company acquires licence for exclusive, worldwide rights to Phase 10 from Fundex and Imaginiff from Blue Opal Australia.
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"The addition of Phase 10 and Imaginiff strengthens Mattel’s robust collection of leading game brands,” said Lee Ann Wong, vice president Mattel games marketing.

“These time-tested brands provide fun, affordable and engaging experiences that complement our portfolio of adult-targeted and family-friendly games.”

Phase 10 has been a top-selling card game since its introduction over twenty years ago. Based on a variant of rummy known as Liverpool Rummy, the game is named after the game’s ten phases of play, which a player must advance through in order to win.

Wong continued: "The established popularity of Phase 10 will further our leadership within the card game category, as well as enable us to introduce the game and its variants to a wider audience.”

Imaginiff is a party game where players share opinions about each other and will sit alongside Mattel's adult games range.

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