Mattel has announced the launch of Mattel Game Studios, its new global division for digital gaming.
The structure will develop, publish, and manage original interactive experiences leveraging the group’s iconic portfolio of brands.
The new organization brings together nearly 300 professionals—including artists, designers, engineers, live-operations specialists, and producers—across studios in Los Angeles and Hangzhou. The initiative aims to accelerate the growth of Mattel’s self-published digital gaming business, strengthening the synergy between physical play and virtual environments.
Inside Mattel Game Studios
Mattel Game Studios will focus on mobile games, new free-to-play titles, and original content for creator platforms such as Roblox and Fortnite. The division operates under Mattel Digital Studios, the broader organization overseeing both self-published titles and games developed in partnership with external licensees.
The establishment of the new structure follows Mattel’s full acquisition of Mattel163, completed in 2026. The operation successfully integrated development, publishing, marketing, and brand management capabilities into a single global entity.
Since 2018, the mobile portfolio of Mattel163—which includes UNO!, UNO Wonder, Phase 10, and Skip-Bo—has generated over 550 million global downloads and currently reaches approximately 20 million monthly active users.
Pipeline Highlights: UNO Wild and Hot Wheels
Following the June debut of its first self-published mobile title based on the Masters of the Universe IP, Mattel Game Studios is advancing its next slate of releases.
Projects currently in development include UNO Wild, a new title dedicated to the UNO franchise currently in soft launch, as well as an upcoming digital title set within the Hot Wheels universe.
Marcus Liassides, Senior Vice President and Global Head of Mattel Digital Studios, says:
“Mattel Game Studios gives us the scale and capability to build and publish more original gaming experiences inspired by our iconic brands. Alongside our successful industry partnerships, it strengthens our ability to connect with fans through great games, wherever they choose to play.”
From Mobile Titles to Creator Platforms
The new division underscores Mattel’s strategic commitment to direct participation in the digital gaming market, capitalizing on globally recognized IPs and active multi-platform communities.
Amy Huang, Founder of the original Mattel163 team, adds: “We have brought together an extraordinary group of developers, artists, and publishing experts who share a passion for building great games. Combining this talent with Mattel’s incredible brand portfolio provides us with an exciting opportunity to craft experiences that players will enjoy for years to come.”
The Mattel Digital Studios Ecosystem
Alongside titles directly developed and published by Mattel Game Studios, the broader Mattel Digital Studios portfolio continues to encompass licensed titles developed with external partners.
Key titles include Hot Wheels Unleashed and upcoming releases such as Barbie Rewind, Hot Wheels Infinite Rush, and Masters of the Universe: Dragon Pearl of Destruction.
Through this structured expansion, digital gaming serves as a continuous touchpoint for Mattel’s brands, driving engagement and expanding consumer touchpoints across multiple demographics.
