Observed Signal · Oct 20, 2026 · Product Launch · Source: GamesIndustry.biz · Impact: 3/5 · Sentiment: Positive
Mattel Game Studios Expands: New Arm, Roblox Lessons
Mattel announced the formation of Mattel Game Studios, a new global development organization focused on creating games based on its own IP, including brands like Barbie, Hot Wheels, and UNO. The studio, which sits under Mattel Digital Studios, brings together nearly 300 artists, designers, and engineers from offices in Los Angeles and Hangzhou and will consolidate Mattel's digital gaming efforts, including mobile, console, PC, and creator platform experiences. The move follows Mattel's acquisition of full ownership of Mattel163 from NetEase in February. Marcus Liassides, SVP and global head of Mattel Digital Studios, emphasized a balanced portfolio of internal development, external partnerships, and platform-specific experiences like on Roblox, where Mattel has released He-Man and Monster High. Mattel aims to become one of the world's leading entertainment-based game developers and publishers within five years.
Mattel's formation of a dedicated game studio signals a strategic shift in brand engagement, leveraging gaming as a core platform for consumer interaction. This move highlights the growing importance of gaming and UGC platforms like Roblox for brand marketing.
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Key Takeaways & Evidence Grounding
- Mattel announced the formation of Mattel Game Studios, a new global development organization.
- The studio employs nearly 300 staff across Los Angeles and Hangzhou.
- Mattel acquired 100% of Mattel163 from NetEase in February.
- Mattel will focus on games across mobile, console, PC, and platforms like Roblox.
- Mattel aims to become a leading entertainment-based game developer and publisher within five years.
Connected Companies & Entities
4 Entities mapped“Mattel announced the formation of Mattel Game Studios.”
“Mattel released games on Roblox, including He-Man and Monster High.”
“Mattel acquired full ownership of Mattel163.”
“Mattel acquired 100% of Mattel163 from NetEase.”
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Mattel launches Mattel Game Studios for digital games
Mattel has launched Mattel Game Studios, a global digital games organisation within Mattel Digital Studios that centralises game development, publishing, live-ops, marketing and brand capabilities. The studio consolidates roughly 300 artists, designers, engineers, producers and live-ops specialists across Los Angeles and Hangzhou and will build mobile and platform experiences for Roblox, Fortnite and other channels. The formation follows Mattel’s full acquisition and integration of Mattel163; that studio’s mobile portfolio has delivered over 550 million downloads, reaches about 20 million monthly active players and contributed nearly $49 million in Q2. Mattel Game Studios recently self-published a Masters of the Universe mobile game, has UNO Wild in soft launch with plans for full global distribution in early 2027, and is developing a new Hot Wheels title.
Mattel Game Studios Targets Mobile Hit Like Monopoly Go
Mattel is restructuring its gaming division, now known as Mattel Game Studios, to pursue a blockbuster mobile title similar to Hasbro and Scopely's Monopoly Go. After acquiring NetEase's stake in the joint venture Mattel163 in February 2026 and rebranding in August, Mattel aims to leverage its iconic IPs like Uno, Barbie, and Hot Wheels for mobile and other gaming platforms. Devin Nambiar, COO, oversees a team of about 300 spread across LA and Hangzhou. The company plans to launch games tied to major movie and toy releases, with ambitions to replicate the success of Monopoly Go, which generated significant revenue for Hasbro. Mattel views this as a long-term digital transformation initiative spanning five to ten years.
Mattel Game Studios Forms to Accelerate Digital Games for Hot Wheels, UNO, and More
EL SEGUNDO, Calif. – August 13, 2026 — Mattel, Inc. (NASDAQ: MAT) today announced the formation of Mattel Game Studios, a new global digital game organization that will develop, publish, and operate original interactive experiences inspired by Mattel’s portfolio of iconic brands. The launch a...
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