Mattel has launched Mattel Game Studios, a new global digital game organization with 300 employees across Los Angeles and Hangzhou. The studio will develop, publish, and operate original interactive experiences inspired by Mattel's iconic brands, including Hot Wheels, Barbie, and Masters of the Universe.

The move follows Mattel's acquisition of full ownership of Mattel163, whose mobile portfolio — UNO!, Phase 10, Skip-Bo — has generated 550 million downloads and reaches 20 million monthly active players. Mattel Game Studios already self-published Masters of the Universe: Legends Unite in June and is advancing titles like UNO Wild and a new Hot Wheels game.

Upcoming collaborations include Barbie Rewind, Hot Wheels Infinite Rush, and Masters of the Universe: Dragon Pearl of Destruction, plus original experiences on Roblox and Fortnite. Senior VP Marcus Liassides said the studio provides scale to build more original gaming experiences, while Amy Huang, founder of the original Mattel163 team, highlighted the combined talent and brand portfolio.