Full Breakdown
Mattel Forms New Game Studio to Harness Iconic Brands
8/17/2026, 7:49:49 PM
Launch of Mattel Game Studios
Mattel Inc., the maker of Barbie, Hot Wheels, Uno and other well-known toys, announced the creation of Mattel Game Studios, a global subsidiary that will directly develop, publish and operate video-game experiences based on the company’s brand portfolio. The new unit will be part of Mattel Digital Studios and will coordinate efforts across Los Angeles and Hangzhou.
Background: Acquisition of Mattel163
The studio builds on Mattel’s earlier purchase of the mobile-game developer Mattel163, which originated in a 2017 joint venture with NetEase. Earlier this year Mattel bought the remaining 50 % of Mattel163 for $159 million, valuing the combined entity at $318 million. The acquisition gave Mattel full ownership of a team that has produced mobile titles such as UNO!, UNO Wonder, Phase 10 and Skip-Bo.
Team and Scale
Mattel Game Studios brings together almost 300 artists, designers, engineers, live-operations specialists and producers. Staff are split between the United States (Los Angeles) and China (Hangzhou). Since 2018, the games in Mattel163’s catalog have amassed more than 550 million downloads worldwide and sustain roughly 20 million monthly active players.
Official Outlook
Mattel Digital Studios’ global head Marcus Liassides said the company is determined to publish more original gaming experiences inspired by its iconic brands. The press release highlighted the intent to create free-to-play mobile titles and experiences on user-generated platforms such as Roblox and Fortnite.
Anticipated Impact
Mattel Game Studios will manage the existing mobile catalog while launching new projects, including a soft-launched UNO Wild experience and an upcoming Hot Wheels title. A self-published Masters of the Universe mobile game released in June demonstrates the studio’s capability to produce original IP-driven experiences. By consolidating development, publishing and live-operations under one roof, Mattel aims to sustain long-term engagement for fans of all ages and broaden the reach of its physical-play heritage into the digital arena.
