Toy giant Mattel has moved to the next phase of its toy-to-screen plans with the official launch of Mattel Game Studios, a division dedicated to developing, publishing, and operating video games.
According to the company, Mattel wants to expand beyond”publishing, marketing, and brand recognition” and instead create original experiences inspired by its portfolio of brands.
New games based on “UNO” and “Hot Wheels” are already lined up for the studio as it continues to oversee an expanding slate of titles across mobile platforms, Roblox, Fortnite, and other gaming ecosystems.
Not just child’s play
The formation of Mattel Game Studios comes after Mattel fully acquired mobile game developer Mattel163.
The new division brings together around 300 artists, designers, engineers, producers, and live-service specialists across Los Angeles in the US and Hangzhou in China.
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Beyond the toy aisle
The studio has already published “Skeletor: Until Next Time,” while “UNO Wild” is in the works. It’s also planning to develop a new “Hot Wheels” game.
Separately, Mattel163 has published UNO!, UNO Wonder, Phase 10, and Skip-Bo. Overall, the games have accumulated over 550 million downloads worldwide, with about 20 million monthly active users.
Multi-format approach
For decades, Mattel’s biggest brands lived primarily in toy stores. But in recent years, they’ve joined the shift across multiple formats, from movies and television shows to video games.
With its own gaming studio now in place, the company is betting that the next generation won’t just play with “Hot Wheels” or “UNO” on their living room floors — they’ll play them online.
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Ian Trinidad 
Eugene Nicklaus S. Laqui 
Newsjustnews writers