Mattel, the company behind enduring toy brands like Barbie and Hot Wheels, is stepping directly into game development and publishing with the establishment of Mattel Game Studios. This new division, comprising 300 developers, aims to create original video games inspired by the company's extensive portfolio of popular intellectual properties.
The new studio and publisher hybrid will operate out of offices in Los Angeles and Hangzhou, China. It will be integrated within Mattel Digital Studios, which currently manages the company's existing licensing agreements for third-party games across mobile, console, and PC platforms. Recent releases under the Mattel Digital Studios umbrella include Masters of the Universe: Legends Unite, a mobile couch co-op roguelike, and UNO Wild, a new Uno experience currently in soft launch. A new Hot Wheels game is also confirmed to be in active development.
"Mattel Game Studios gives us the scale and capabilities to build and publish more original gaming experiences inspired by our iconic brands," stated Marcus Liassides, the newly appointed head of Mattel Digital Studios. "Together with our successful collaborations across the industry, it strengthens our ability to reach fans through great games wherever they choose to play."
The move signifies Mattel's ambition to take a more direct role in the creative process, a path that has proven challenging for other companies. Mattel's corporate rival, Hasbro, recently scaled back its video game endeavors following high-profile cancellations and financial write-downs. Similarly, major technology firms like Amazon have also retreated from in-house AAA game development.
Historically, Mattel brands have seen numerous successful video game adaptations. The company is also set to release Barbie Rewind, a collection of remastered Barbie games from various eras, later this year. Hot Wheels Let's Race: Ultimate Speed was released last year. The establishment of Mattel Game Studios suggests a future where the company actively seeks to explore new gaming genres and experiences tailored to its beloved franchises.