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Mattel Game Studios Launches to Expand Self-Published Games Biz Across Hot Wheels, UNO and More IP (EXCLUSIVE)
Mattel has launched Mattel Game Studios, a new division intended to develop, publish and run games based on its own brands, including Hot Wheels, UNO and Masters of the Universe. The move matters because it expands Mattel’s direct involvement in video games, allowing it to rely less solely on licensing its intellectual property to external developers.
The studio sits within Mattel Digital Studios and follows Mattel’s full acquisition of mobile developer Mattel163 from NetEase earlier this year. Its first self-published game, “Skeletor: Until Next Time!”, launched in June; “UNO Wild” is in soft launch and a new Hot Wheels game is being developed. Nearly 300 staff across Los Angeles and Hangzhou will work on mobile, free-to-play and creator-platform games, while Mattel163 brings more than 550 million downloads and about 20 million monthly active users.
In short
- Mattel has created a studio to self-publish games based on its brands.
- UNO Wild and a new Hot Wheels game are in development.
- Mattel163 contributes major mobile-game expertise and audience reach.
Steelman: both sides, in good faith
The strongest fair case each way — we don't pick a winner.
The case for
Mattel's vertical integration into games represents sound strategic expansion; the company controls iconic IP, has acquired a proven developer with 550 million downloads, and can capture substantially more revenue through self-publishing rather than licensing. This approach provides creative control, enables building lasting player communities, and positions Mattel to capitalise on mobile gaming's continued growth—a sector where IP-driven games have demonstrated strong commercial potential.
The case against
Mattel risks overextending beyond its core competencies; despite owning valuable IP, the company's expertise lies in physical products and traditional games, not software development. Game development demands specialised expertise, carries inherent unpredictability, and requires sustained capital investment—potentially diverting focus from Mattel's primary business. Licensing partnerships have historically maximised IP value whilst minimising risk; abandoning this model for in-house development is a costly gamble.
Explained simply
Mattel is a toy and entertainment company whose brands include Hot Wheels, UNO and Masters of the Universe. It has previously allowed outside companies to make games using these brands, while also developing digital games through its own teams.
Mattel Game Studios is part of Mattel Digital Studios and is intended to give the company a larger role in making and running games based on its properties. Mattel also owns Mattel163, a mobile game developer it acquired in full from NetEase.
The move matters because making games itself could give Mattel more control over how its brands appear in games and how those games reach players. Its teams are working across mobile and other game platforms, drawing on Mattel163’s experience and audience.
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