Mattel is revamping its video game business with the launch of Mattel Game Studios, a division of the toy brand that will develop, publish and operate original interactive experiences inspired by Mattel IP.
The debut of the new game developer, housed under the larger Mattel Digital Studios led by Marcus Liassides, is part of Mattel’s overall strategy to expand its owned-and-operated games business following its full acquisition of mobile game studio Mattel163 earlier this year.
Per Mattel, Mattel Game Studios aims to combine the live ops expertise of the Mattel163 team with Mattel’s publishing, marketing and brand capabilities, and a growing pipeline of mobile and UGC games based on Mattel brands. The studio launched its first self-published mobile game, “Masters of the Universe” title “Skeletor: Until Next Time!” in June and is now developing a new batch of free-to-play titles, including “UNO Wild,” which is currently in soft launch, and a new “Hot Wheels” game.
Mattel163 chief Amy Huang will report to Mattel chief strategy officer Ken Wee through the integration process and will transition under Liassides once has been completed.
Mattel Game Studios is comprised of nearly 300 artists, designers, engineers, live operations specialists and producers across Los Angeles and Hangzhou who work across the company’s existing mobile portfolio, new free-to-play mobile titles, and original experiences on creator platforms such as Roblox and Fortnite.
