Mattel launches Mattel Game Studios to expand digital gaming

Mattel has established Mattel Game Studios, a new global organization dedicated to developing, publishing, and operating digital experiences based on its brand portfolio. The studio aims to extend physical play into virtual environments, fostering engagement through brands such as Barbie, Hot Wheels, UNO, Fisher-Price, and Monster High.

The new studio employs approximately 300 professionals, including artists, engineers, and designers, with operations located in Los Angeles and Hangzhou. The team will manage Mattel’s self-published digital games business, which includes existing mobile titles, new free-to-play mobile games, and content for creator platforms like Roblox and Fortnite.

This move follows Mattel’s full acquisition of the mobile game studio Mattel163 earlier this year. Mattel’s broader digital strategy involves a combination of self-publishing and licensing games with partners such as Xbox, Take-Two, and Netflix. Current projects include the soft launch of UNO Wild and a new title currently in development for the Hot Wheels brand.