Mattel Wants To Succeed In Games Where Hasbro Is Failing
Kotaku • • technology
Key Points:
- Mattel has launched Mattel Game Studios, an internal division with 300 developers focused on creating and publishing original video games based on its iconic brands like Uno and Hot Wheels.
- The new studio operates from offices in Los Angeles and Hangzhou and is part of Mattel Digital Studios, which previously handled third-party licensing for mobile, console, and PC games.
- Recent releases and projects include the mobile roguelike Masters of the Universe: Legends Unite, a soft-launched Uno Wild experience, and an actively developed Hot Wheels game.
- Mattel aims to leverage its scale and brand recognition to build original gaming experiences, but faces challenges similar to other companies that have struggled with the complexities and costs of game development.
- Industry peers like Hasbro and major tech companies have recently exited or scaled back in-house game development, highlighting the risks Mattel may encounter despite its established toy brands.
