Mattel launches new global studios business to develop games based on its IP
Mattel has officially launched Mattel Game Studios, a new global development business dedicated to creating games based on the company's intellectual property. This move comes after the firm acquired 100% of Mattel163 from partner NetEase in February.
The new studio brings together nearly 300 artists, designers, engineers, live operations specialists, and producers across Los Angeles and Hangzhou. It will oversee the company's existing mobile games, upcoming free-to-play titles, and releases on platforms like Roblox and Fortnite, operating within the Mattel Digital Studios organisation.
The inherited portfolio includes successful mobile releases such as UNO!, UNO Wonder, Phase 10, and Skip-Bo. These titles have accumulated over 550 million downloads worldwide and boast approximately 20 million monthly active players.
The first title from the new division is the endless runner Skeletor: Until Next Time!, based on the Masters of the Universe IP, which launched in June. The studio is currently developing UNO Wild, currently in soft launch, and an unnamed Hot Wheels title.
This push into owned and operated titles follows the massive success of rival toy firm Hasbro, which has seen significant revenue from games like Monoopoly Go and Baldur's Gate 3. Marcus Liassides, Senior Vice President and Global Head of Mattel Digital Studios, stated: "Mattel Game Studios gives us the scale and capabilities to build and publish more original gaming experiences inspired by our iconic brands".
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