Mattel launches new Game Studios division to develop self-published titles
Mattel has created Mattel Game Studios, a unit within Mattel Digital Studios, to build and publish original games based on its brands.
Mattel announced the formation of Mattel Game Studios, a branch of its digital arm that will create, publish and run interactive experiences drawn from the company’s intellectual property. The move follows Mattel’s full purchase of the mobile game developer Mattel163 earlier this year, aiming to merge that team’s live-ops expertise with Mattel’s broader brand capabilities. The studio’s first self-published release, a Masters of the Universe mobile game, launched in June, and it is now developing additional free-to-play titles including UNO Wild and a new Hot Wheels game currently in soft launch.
Amy Huang, who leads Mattel163, will initially report to chief strategy officer Ken Wee and later transition to report to Marcus Liassides, who heads Mattel Digital Studios. Around 300 artists, designers, engineers and live-ops specialists work from Los Angeles and Hangzhou on both existing mobile titles and new experiences for platforms like Roblox and Fortnite.
Why it matters
The launch expands Mattel's direct control over video games tied to its iconic toy brands.
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