Mattel Expands into Global Gaming with New Studio

Mattel has introduced Mattel Game Studios, a global entity dedicated to creating games based on its extensive portfolio of intellectual properties. This move builds upon the company's acquisition of Mattel163, a joint venture it fully acquired from partner NetEase earlier in the year. With a team of nearly 300 professionals, including artists, designers, engineers, and producers, across Los Angeles and Hangzhou, Mattel Game Studios will oversee the development of existing mobile games, upcoming free-to-play titles, and releases on platforms such as Roblox and Fortnite. The studio operates under the umbrella of Mattel Digital Studios, which manages licensed releases. The portfolio inherited from Mattel163 includes successful mobile games like UNO!, UNO Wonder, Phase 10, and Skip-Bo, which have achieved over 550 million downloads and attract approximately 20 million active players monthly. Following the launch of Skeletor: Until Next Time!, an endless runner based on Masters of the Universe, the studio is working on new titles, including UNO Wild and a Hot Wheels game. This strategic expansion into owned and operated gaming follows the significant success of rival Hasbro in the gaming sector. According to Marcus Liassides, Senior Vice President and Global Head of Mattel Digital Studios, 'Mattel Game Studios enhances our capability to develop and publish original gaming experiences inspired by our iconic brands, strengthening our position to reach fans through engaging games across all platforms.'