Mattel has taken a major step forward in its mobile gaming ambitions with the launch of Skeletor: Until Next Time, the company's first self-published mobile game based on one of its own IPs.

Developed in partnership with Amber, the endless runner is themed around Masters of the Universe and places players in control of Skeletor in a Subway Surfers style lane runner. The game launched alongside the global release of the new Masters of the Universe film, helping introduce the brand to a younger generation of players beyond those who grew up with the original animated series in the 1980s.

The release represents a notable shift in strategy for Mattel. Historically, the company has licensed its intellectual property to external game developers and publishers. With Skeletor: Until Next Time, Mattel is taking a more active role in game publishing as it seeks to expand its presence across digital entertainment.

The launch follows a series of moves designed to strengthen Mattel's gaming capabilities. Earlier this year, the company acquired full ownership of Mattel163 from NetEase, purchasing the Chinese publisher's 50% stake in the the joint business. The acquisition was positioned as a way to accelerate Mattel's self-publishing ambitions and deepen its expertise in digital gaming.

As entertainment brands increasingly look to build direct relationships with audiences across games, film, and consumer products, Skeletor: Until Next Time signals Mattel's intention to become a more active player in the mobile gaming ecosystem.