Mattel introduces a new global studios division aimed at creating games inspired by its intellectual properties

Mattel has introduced Mattel Game Studios, a global development entity set to produce games derived from its intellectual properties. This move follows Mattel's acquisition of complete ownership of Mattel163 from its former joint venture partner, NetEase, in February.

According to a company press release, Mattel Game Studios employs nearly 300 professionals, including artists, designers, engineers, live operations specialists, and producers, operating out of Los Angeles and Hangzhou. The studio will manage Mattel's current mobile games, upcoming free-to-play titles, and launches on platforms such as Roblox and Fortnite. It exists under the Mattel Digital Studios umbrella, which handles licensed game releases.

Mattel163's current roster features mobile games like UNO!, UNO Wonder, Phase 10, and Skip-Bo, collectively surpassing 550 million downloads globally and attracting around 20 million active players each month.

The opening title from the newly established Marvel Game Studios was an endless runner titled Skeletor: Until Next Time!, which is rooted in the Masters of the Universe franchise and was launched in June. Presently, the studio is developing new games, including UNO Wild, which is in soft launch, and a yet-to-be-named Hot Wheels project.

This strategic expansion into owned gaming titles comes after significant financial success from competitor Hasbro, which has gained substantial revenue from games like Monopoly Go and Baldur's Gate 3.

“Mattel Game Studios equips us with the necessary scale and expertise to develop and distribute more unique gaming experiences inspired by our renowned brands,” stated Marcus Liassides, Senior Vice President and Global Head of Mattel Digital Studios. "Alongside our successful industry partnerships, it enhances our capability to engage with fans through exceptional games on their preferred platforms.”