Mattel launches Mattel Game Studios to target Roblox and Fortnite

Mattel has launched Mattel Game Studios, a new division dedicated to developing and publishing original digital experiences and video games based on the company’s iconic brands. This new entity evolved from Mattel163, a joint venture with NetEase established in 2019 that Mattel took full control of earlier this year.

While the studio will continue its mobile gaming efforts—including the limited launch of Uno Wild and work on a new Hot Wheels title—the strategy extends significantly beyond mobile devices. Mattel plans to create original experiences directly on creator-driven platforms such as Roblox and Fortnite to reach diverse audiences outside of traditional console and Steam markets.

The move follows massive engagement trends on these platforms; in 2025, users spent over 10 billion hours per month on Roblox, surpassing the combined time spent on Steam, PlayStation, and Fortnite.