Mattel has announced the formation of Mattel Game Studios, a global development organisation that will create games based on the company’s IP. It follows the company’s February acquisition of 100% of Mattel163, a joint venture that was previously 50% owned by partner firm NetEase.
Mattel Games Studios counts a staff of “nearly 300 artists, designers, engineers, live operations specialists, and producers across Los Angeles and Hangzhou,” the company said in a press release. It will oversee the company’s existing mobile games, upcoming free-to-play titles and releases on game platforms like Roblox and Fortnite, and sit within the Mattel Digital Studios organisation which oversees licenced releases.
The existing portfolio built up by Mattel163 includes mobile releases UNO!, UNO Wonder, Phase 10, and Skip-Bo, which have racked up over 550 million downloads worldwide and have approximately 20 million monthly active players, the company said.
The first title from the new Marvel Game Studios was endless runner Skeletor: Until Next Time!, based on the Masters of the Universe IP, which released in June. The studio is currently working on new releases UNO Wild, currently in soft launch, and an unnamed Hot Wheels title.
The company’s push into owned and operated titles follows the huge success of rival toy firm Hasbro, which has seen massive revenues from games like Monopoly Go and Baldur’s Gate 3.
“Mattel Game Studios gives us the scale and capabilities to build and publish more original gaming experiences inspired by our iconic brands,” said Marcus Liassides, Senior Vice President and Global Head of Mattel Digital Studios. “Together with our successful collaborations across the industry, it strengthens our ability to reach fans through great games wherever they choose to play.”
