Mattel Game Studios Launches With Hot Wheels, Uno Games in the Works

Key Points:

• Mattel has launched Mattel Game Studios, a new division focused on developing, publishing, and operating original interactive experiences based on Mattel intellectual property, as part of its strategy to expand its owned-and-operated games business.
• The studio, led under Mattel Digital Studios by Marcus Liassides, combines the live operations expertise of Mattel163 with Mattel’s publishing, marketing, and brand capabilities, and currently employs nearly 300 professionals across Los Angeles and Hangzhou.
• Mattel Game Studios released its first self-published mobile game, “Skeletor: Until Next Time!”, and is developing new free-to-play titles including “UNO Wild” and a new “Hot Wheels” game, while also creating original experiences on platforms like Roblox and Fortnite.
• Mattel fully acquired the mobile game studio Mattel163 from NetEase earlier this year; Mattel163 has developed popular games based on Mattel brands with over 550 million downloads and around 20 million monthly active users.
• Mattel Digital Studios also manages licensed games such as “Hot Wheels Unleashed” and upcoming titles like “Barbie Rewind” and “Masters of the Universe: Dragon Pearl of Destruction,” aiming to reach fans across diverse gaming platforms.