Mattel has partnered with Uken Games, an independent Canadian game studio, to develop “Mattel Match: Toybox Unlocked,” a free-to-play match game that “brings together all of Mattel’s iconic brands in a brand-new digital experience.” The new game marks the first IP crossover mobile game from Mattel, and was developed as part of Mattel’s 80th anniversary celebration campaign. Related Stories “Toybox Unlocked” features Barbie, Hot Wheels, Fisher-Price, UNO, Thomas & Friends and Masters of the Universe and more Mattel franchises in a leveled puzzle adventure that challenges players to match characters, toys and items from across Mattel’s titles before time runs out.  “For the first time ever, Mattel is uniting its beloved brands in a single mobile game with ‘Mattel Match: Toybox Unlocked,’ offering fans an exciting, new way to engage with the characters and stories they love,” Mattel’s head of business development and digital gaming Erika Winterholler said. “Our team has really enjoyed working with Uken Games to imagine and create this unique, interconnected world on mobile and can’t wait to have it join our growing portfolio of digital entertainment titles.”  Popular on Variety “Uken is delighted to partner with Mattel on this iconic mobile match game that seamlessly brings together your favorite Mattel brands with this unique & challenging gameplay style,” added Uken Games co-CEO. “I cannot wait to see players filling up their digital toy boxes with their favorite Barbie, Hot Wheels, and UNO toys among the many others the game will feature.”   “Mattel Match: Toybox Unlocked” is currently soft launching in the Philippines and Canada, with additional regions rolling out ahead of its official wide launch later this year.