Mattel launches new global studios business to develop games based on its IP

Mattel has established Mattel Game Studios, a global development entity tasked with crafting games based on the company's intellectual property. This move comes after Mattel completed its acquisition of 100% of Mattel163, a joint venture previously held 50% by NetEase. The company announced the launch of Mattel Game Studios, which employs nearly 300 individuals in Los Angeles and Hangzhou, according to a press release.

The studio will manage the company's mobile games, upcoming free-to-play titles, and releases on platforms such as Roblox and Fortnite, all within the Mattel Digital Studios organisation that oversees licensed releases. The existing Mattel163 portfolio comprises mobile games like UNO!, UNO Wonder, Phase 10, and Skip-Bo, which have amassed over 550 million downloads globally and boast around 20 million monthly active players.

The inaugural game from the new Marvel Game Studios, Skeletor: Until Next Time!, a run-and-gun game based on the Masters of the Universe franchise, was released in June. Currently, the studio is developing UNO Wild, in soft launch, and an unnamed Hot Wheels title. Mattel's entry into owned and operated titles is a strategic move following Hasbro's success with game titles like Monopoly Go and Baldur's Gate 3.

Marcus Liassides, Senior Vice President and Global Head of Mattel Digital Studios, stated that the new studio provides the company with the scale and capabilities to create and publish more original gaming experiences inspired by their iconic brands. He added that the collaboration with Mattel Game Studios strengthens the company's ability to reach fans through great games on any platform.