Mattel Game Studios is ready to extend physical play to a virtual world

Toymaker Mattel has launched a new game studio called Mattel Game Studios, with a focus on developing interactive experiences inspired by Mattel's iconic brands on platforms like Roblox and Fortnite. This development marks a shift in where studios allocate their resources, as it diverges from past approaches. Mattel Game Studios was formed after Mattel took full control of Mattel163, a joint venture with NetEase launched in 2019 that had previously published digital card games for mobile devices.

The company aims to extend physical play to the virtual world, creating digital games and experiences to drive sustained engagement for fans of all ages. Alongside mobile game development, Mattel Game Studios is also working on original experiences for Roblox and Fortnite, reflecting the growing trend of mainstream gaming platforms.

As seen with Amazon and Hasbro's ventures into mainstream gaming, which have had mixed results, Mattel's strategy differs in that it avoids spending millions on conventional markets. With Roblox players spending over 10 billion hours in the platform every month and Fortnite attracting major media deals, there appears to be significant potential for success in this new direction.

This move may not only benefit Mattel but could also encourage other companies to explore opportunities on platforms like Roblox and Fortnite, rather than solely focusing on Steam or traditional game consoles.