Toy company Mattel is expanding further into the videogame industry with the launch of Mattel Game Studios, a new division tasked with developing, publishing, and operating original interactive experiences based on the company's brands.
Quick Facts
- Mattel Game Studios was formed following Mattel's full acquisition of Mattel163, its former mobile joint venture with NetEase.
- The division's active projects include a mobile soft launch for Uno Wild and a new game based on Hot Wheels.
- Mattel plans to expand beyond mobile development by releasing original experiences on creator platforms like Roblox and Fortnite.
Origins in Mobile and Future on Creator Platforms
The establishment of Mattel Game Studios follows Mattel taking full control of Mattel163 earlier this year. Founded in 2019 as a joint venture with NetEase, Mattel163 handled digital card games for mobile devices including Uno, Skip-Bo, and Phase 10: World Tour.
While mobile publishing will continue—highlighted by the current soft launch of Uno Wild for mobile devices and an in-development Hot Wheels game—Mattel Game Studios is explicitly moving toward mainstream creator platforms. The company confirmed plans to release original interactive experiences on both Roblox and Fortnite.
This pivot aligns with massive player engagement numbers on platforms like Roblox, where players spent more than 10 billion hours every month in 2025, outpacing combined player hours on Steam, PlayStation, and Fortnite. Other traditional toy and media companies have attempted to enter mainstream gaming markets with varying results, but Mattel's strategy targets the massive audiences already active inside Fortnite and Roblox ecosystems.