Mattel launches Mattel Game Studios to self-publish brand-based games

Mattel has announced the formation of Mattel Game Studios, a global development and publishing organization designed to create and operate original games based on its own brands. The new studio includes nearly 300 specialists, including artists, engineers, and producers, located in Los Angeles and Hangzhou.

The move follows Mattel’s February 2026 decision to buy out its joint-venture partner, NetEase, taking full ownership of the Mattel163 mobile studio in a deal valued at $318 million. Mattel Game Studios will build upon the existing mobile portfolio, which includes titles such as UNO!, UNO Wonder, Phase 10, and Skip-Bo—games that have collectively surpassed 550 million downloads.

Beyond mobile gaming, the studio will manage free-to-play titles and original experiences on creator platforms like Roblox and Fortnite. The organization operates under Mattel Digital Studios, which also oversees games licensed to external partners. Recent and upcoming projects include the endless runner Skeletor: Until Next Time!, UNO Wild, and an unannounced Hot Wheels title.