Episode 42 | ft. Ron Friedman | Mattel | Mattel Future Lab | Brands In Play

[NEW EPISODE ALERT]

This week on Brands In Play, Nic Hill and Albane Prioux sit down with Ron Friedman, VP of Mattel Future Lab. Ron outlines how Future Lab approaches innovation at scale: how Hot Wheels, Barbie, and Monster High are translated into digital environments without compromising brand integrity, and how data, creative instinct, collector behavior, and AI as “amplified imagination” come together inside their product strategy.

In the news, Unity partners with Epic Games, Amazon expands Roblox e-commerce through Amazon Anywhere, Bloomberg spotlights Roblox’s ad model challenges, and Tropicana targets gamers with a data-driven 78-minute behavioral insight.

And in our Real Time Review, we jump into Mattel’s new Monster High launches across Fortnite and Roblox.

This special segment includes short creator interviews with Steve Abeyta, Creative Director at Look North World, who built Paranormal Peril on Fortnite, and Patrick Petersen, Game Designer at Sawhorse, who breaks down the design thinking behind the Roblox experience.


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