Mattel launches Game Studios with 300 devs to self-publish titles

Mattel has officially entered the games publishing business in its own right. On 17 August 2026, the toymaker announced the formation of Mattel Game Studios, a new global operation of nearly 300 artists, designers, engineers, live operations specialists and producers, tasked with developing, publishing and operating original games built on the company's portfolio of iconic brands.

The studio's workforce is split between Los Angeles and Hangzhou, and will lead Mattel's self-published digital games business — covering its existing mobile portfolio, new free-to-play mobile titles, and original experiences on creator platforms including Roblox and Fortnite. It sits within the broader Mattel Digital Studios organisation, which also encompasses licensed games made with external partners.

What's already out — and what's coming

Mattel Game Studios is not starting from scratch. The studio launched its first self-published mobile title — a Masters of the Universe game called Skeletor: Until Next Time! — in June 2026. A second game, UNO Wild, is currently in soft launch, and a new Hot Wheels title is in development. Brands confirmed to be in scope for the wider pipeline include Barbie, UNO, Masters of the Universe, Polly Pocket and Thomas & Friends.

All titles announced to date are described as free-to-play. No UK-specific release dates or pricing details have been confirmed for any of the upcoming games.

The Mattel163 acquisition is the foundation

The creation of Mattel Game Studios is the direct product of Mattel's acquisition of mobile game studio Mattel163, which was completed on 10 February 2026. Mattel paid $159 million to acquire NetEase's 50% stake in the joint venture, valuing Mattel163 at $318 million in total. More than half of the purchase price was expected to be funded from the joint venture's existing cash reserves, according to Mattel's investor relations materials.

Mattel163 had built a substantial mobile games business — producing card game titles including Phase 10: World Tour, Skip-Bo and UNO — that collectively amassed over 550 million downloads worldwide and around 20 million monthly active users. Those live-operations capabilities are now being absorbed into the new studio structure.

Amy Huang, who founded the Mattel163 team, will report to Mattel chief strategy officer Ken Wee through the integration process, before transitioning to report under Marcus Liassides, Senior Vice President and Global Head of Mattel Digital Studios, once integration is complete.

"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." — Marcus Liassides, SVP and Global Head, Mattel Digital Studios

"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." — Amy Huang, Founder, Mattel163

Hasbro's success is hard to ignore

Mattel's push into self-publishing does not happen in a vacuum. Its closest rival, Hasbro, has demonstrated convincingly that toy brands can generate serious digital revenue. In Q1 2026, Hasbro reported total revenue up 13% to $1.0 billion and operating profit surging 58% to $270 million, with its Wizards and Digital Gaming segment posting a 26% revenue increase. In Q2 2026, Hasbro's revenue grew a further 16% year-on-year, with Wizards and Digital Gaming up 27%.

Hasbro's mobile title Monopoly Go! alone contributed $44 million of revenue in the second quarter of 2026. Hasbro CEO Chris Cocks noted that Magic: The Gathering "eclipsed $500 million in quarterly revenue for the first time in its 30-plus year history." These are the numbers Mattel's board will have had firmly in mind.

Mattel's broader digital strategy

Mattel has described its digital strategy as resting on three pillars: licensing with external partners — including Take-Two, Xbox, Supercell, Netflix and Apple Arcade — self-publishing original mobile games through the new studio, and expanding on creator platforms such as Roblox and Fortnite. Mattel Game Studios is intended to accelerate the second and third of those pillars.

What this means for UK players

For anyone in the UK who has ever handed a child a phone loaded with UNO or watched them build Hot Wheels tracks in Roblox, this announcement has practical implications — though patience is required. The games coming through this studio are free-to-play and targeting platforms that are already mainstream among British children and teenagers. No premium price tags are expected, and no upfront hardware investment is needed beyond a smartphone or an existing Roblox or Fortnite account.

• UNO Wild is currently in soft launch — a full global release has not been confirmed
• A new Hot Wheels mobile game is in development; no release window has been announced
• Barbie and Polly Pocket titles are in scope but have not been formally detailed
• Roblox and Fortnite experiences are planned — relevant for UK families already on those platforms
• No console or PC releases have been confirmed; all announced titles to date are mobile or UGC platform

The shift from licensing to self-publishing is the bigger story here. When Mattel licenses a brand to an external developer, it cedes a degree of creative and commercial control. Running its own studio changes that equation — and if Hasbro's results are any guide, the financial upside could be significant. Whether Mattel can execute at the same level remains to be seen.