Mattel has initiated a new global studios division aimed at developing games derived from its intellectual property

Mattel has revealed the launch of Mattel Game Studios, a new global development unit dedicated to crafting games from its intellectual properties. This announcement comes after the company secured full ownership of Mattel163 in February, which was formerly co-owned with NetEase.

According to a statement, Mattel Game Studios employs close to 300 people, including artists, designers, engineers, specialists in live operations, and producers in both Los Angeles and Hangzhou. This new division is set to manage Mattel's current mobile games, develop new free-to-play editions, and create content for platforms such as Roblox and Fortnite. It will function within the Mattel Digital Studios framework, which is responsible for overseeing licensed game releases.

The game library developed by Mattel163 includes mobile versions of popular games like UNO!, UNO Wonder, Phase 10, and Skip-Bo. These titles have been downloaded over 550 million times and maintain about 20 million active monthly users.

The debut game from Mattel Game Studios is the endless runner "Skeletor: Until Next Time!" based on the Masters of the Universe series, which was launched in June. Currently, the studio is focusing on developing "UNO Wild," already in soft launch, and a new Hot Wheels project yet to be named.

Mattel's expansion into self-published games is a response to the substantial success seen by competitor Hasbro, noted for hits like Monopoly Go and Baldur's Gate 3.

“Mattel Game Studios equips us with the needed scale and expertise to develop and launch more unique gaming experiences drawn from our legendary brands," stated Marcus Liassides, Senior Vice President and Global Head of Mattel Digital Studios. "Combined with our thriving industry partnerships, it enhances our potential to engage fans with excellent games across their preferred platforms.”