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.

Back in February, Mattel announced it would acquire full ownership of the Mattel163 mobile games studio from joint venture partner NetEase. Founded in 2018, Mattel163, a global game studio, has developed games based on iconic Mattel brands including Uno!, Uno Wonder, Phase 10 and Skip Bo. The game developer has over 550 million downloads worldwide and approximately 20 million monthly active users. 

Outside of Mattel Game Studios-developed titles, Mattel Digital Studios also oversees licensed games including “Hot Wheels Unleashed” and upcoming titles “Barbie Rewind,” “Hot Wheels Infinite Rush,” and “Masters of the Universe: Dragon Pearl of Destruction.”

“Mattel Game Studios gives us the scale and capabilities to build and publish more original gaming experiences inspired by our iconic brands,” Mattel Digital Studios chief and senior vice president Liassides said. “Together with our successful collaborations across the industry, it strengthens our ability to reach fans through great games wherever they choose to play.”

“We’ve brought together an extraordinary group of developers, artists, and publishing experts who share a passion for building great games,” Mattel163 founder Huang said. “Combining that talent with Mattel’s incredible portfolio of brands gives us an exciting opportunity to create experiences players will enjoy for years to come.”