Mattel Ventures into Self-Publishing Mobile Games

Mattel, renowned for its iconic brands such as Barbie, has made the announcement that it will be self-publishing its own mobile games. In a conversation with GamesBeat, Mike DeLaet, the global head of digital gaming, disclosed that the company plans to unveil its self-published titles later in 2024. DeLaet emphasized the company's selective approach to partnerships, stating, "We are introducing a self-publishing endeavor where we will co-develop games, fund their development, handle marketing, and manage the publishing process ourselves." This new initiative will complement the company's existing joint venture, Mattel 163, with NetEase, as well as its licensing business. While DeLaet acknowledged that the majority of the company's projects will still be undertaken through licensing agreements, he also noted that Mattel cannot handle all projects independently. Presently, the company is concentrating on mobile games but may consider expanding to platforms like Roblox and the Unreal Editor for Fortnite in the future. The Mattel brand portfolio boasts an array of popular names, including Hot Wheels, Uno, and Bob the Builder.