A number of Mattel's IPs have been transformed into digital games, including Uno and Hot Wheels, but it seems as though the toy company is getting more serious about gaming as a potential revenue stream. In a new announcement, Mattel has confirmed that it is establishing Mattel Game Studios in order to "develop, publish, and operate original interactive experiences inspired by Mattel's portfolio of iconic brands."

Mattel Game Studios will operate across Los Angeles, USA, and Hangzhou, China, and kicks off with 300 employees. Mattel already self-published Masters of the Universe: Legends Unite, a mobile game, in June, and much of its future seems vested in mobile games, but the announcement also makes mention of new content and "original experiences" on Roblox and Fortnite.

The new studio has confirmed that it plans further collaborations on the existing Hot Wheels Unleashed PC title and the upcoming Barbie Rewind, Hot Wheels Infinite Rush, and Masters of the Universe: Dragon Pearl of Destruction. If those multi-platform launches are successful, we will likely see the new studio expand further into the world of PC and console games.

The full announcement reads:

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 advances Mattel's vision to extend physical play to the virtual world by creating digital games and experiences that drive sustained engagement for fans of all ages.

Mattel Game Studios brings together nearly 300 artists, designers, engineers, live operations specialists, and producers across Los Angeles and Hangzhou to lead Mattel's self-published digital games business, including its existing mobile portfolio, new free-to-play mobile titles, and original experiences on creator platforms such as Roblox and Fortnite. Mattel Game Studios is part of Mattel Digital Studios, the company's broader digital games organization spanning both self-published titles and licensed games developed with world-class partners.

The formation of Mattel Game Studios follows Mattel's acquisition of full ownership of Mattel163 earlier this year, bringing Mattel's game development, publishing, marketing, and brand capabilities together under a single global organization. Since 2018, Mattel163's portfolio of mobile games, including UNO!, UNO Wonder, Phase 10, and Skip-Bo, has generated more than 550 million downloads worldwide and reaches approximately 20 million monthly active players. Building on Mattel163's proven development and live operations expertise, Mattel Game Studios is uniquely positioned to create, launch, and operate more high-quality games for audiences around the world.

Following the June launch of its first self-published mobile game based on the Masters of the Universe brand, Mattel Game Studios is already advancing its next wave of titles. UNO Wild, a unique new UNO experience is currently in soft launch, while a new title set for Hot Wheels is in active development.

Marcus Liassides, Senior Vice President and Global Head of Mattel Digital Studios, said: "Mattel Game Studios gives us the scale and capabilities to build and publish more original gaming experiences inspired by our iconic brands. Together with our successful collaborations across the industry, it strengthens our ability to reach fans through great games wherever they choose to play."

Amy Huang, who founded the original Mattel163 team that brought UNO! Mobile, Phase 10, and Skip-Bo to millions of players around the world, said: "We've brought together an extraordinary group of developers, artists, and publishing experts who share a passion for building great games. Combining that talent with Mattel's incredible brand portfolio gives us an exciting opportunity to create experiences players will enjoy for years to come."

Beyond Mattel Game Studios, Mattel Digital Studios' broader portfolio also includes licensed games developed with world-class partners, including Hot Wheels Unleashed and upcoming titles Barbie Rewind, Hot Wheels Infinite Rush, and Masters of the Universe: Dragon Pearl of Destruction.