adminMattel Game Studios is a new global development organisation focused on creating games based on Mattel’s intellectual property. The launch builds on the company’s acquisition of Mattel163 and brings its existing mobile games and future projects under a broader games operation.
Image credit: Mattel Game Studios
What Mattel Game Studios will do
Mattel says the studio will develop and publish games inspired by its brands. Its responsibilities include overseeing current mobile releases, upcoming free-to-play titles and games planned for platforms such as Roblox and Fortnite. The organisation sits within Mattel Digital Studios, which also oversees licensed releases.
The team includes nearly 300 artists, designers, engineers, live operations specialists and producers working across Los Angeles and Hangzhou. Bringing these roles together gives the studio development and ongoing operations capabilities across multiple projects. For players, the range of platforms means that future Mattel games may be available in different formats; checking the relevant platform’s listing is the best way to confirm availability and device requirements.
Mattel163 and the existing mobile game portfolio
The new organisation builds on Mattel163, a joint venture that Mattel acquired in full in February. Before the acquisition, NetEase owned 50% of the venture. Mattel163’s portfolio includes mobile games based on UNO!, UNO Wonder, Phase 10 and Skip-Bo.
According to Mattel, those games have recorded more than 550 million downloads worldwide and have approximately 20 million monthly active players. These figures describe the combined portfolio, rather than the performance of any single game. Players comparing titles can check each game’s store page for supported devices, current features and any in-app purchase information.
New titles in development
The first title from Mattel Game Studios was Skeletor: Until Next Time!, an endless runner based on the Masters of the Universe intellectual property. It was released in June. The studio is also working on UNO Wild, which is currently in soft launch, and an unannounced Hot Wheels title.
A soft launch generally means a game is made available in a limited release before a wider launch. Availability can vary by region, so players interested in UNO Wild should consult official platform listings for current access details. Mattel has not named the Hot Wheels game in the announcement.
Why Mattel is expanding its games business
Mattel’s move toward developing and publishing more of its own games follows strong results for rival toy company Hasbro, including games such as Monopoly Go and Baldur’s Gate 3. The announcement also highlights Mattel’s intention to combine its own game development with collaborations across the industry.
Marcus Liassides, Senior Vice President and Global Head of Mattel Digital Studios, said Mattel Game Studios provides the scale and capabilities to create more original gaming experiences based on the company’s brands. He added that the studio complements industry partnerships and aims to reach fans on the platforms they choose.
What to watch for next
For players and families, the key developments to follow are the wider release details for UNO Wild, the announcement of the Hot Wheels project and future platform availability. Mattel Game Studios’ launch establishes a dedicated structure for building games around Mattel’s intellectual property, while its existing portfolio provides a foundation for the company’s next releases.
