Toy company Mattel has officially entered the video game business with the formation of Mattel Game Studios. The new division will focus on developing, publishing, and operating original interactive experiences inspired by Mattel's well-known brands, with a particular emphasis on creator platforms like Roblox and Fortnite.
This move follows Mattel's full acquisition of Mattel163, a joint venture with NetEase it previously controlled. Founded in 2019, Mattel163 was responsible for mobile card games such as Phase 10: World Tour, Skip-Bo, and Uno. Mattel stated that acquiring the company "advances Mattel’s vision to extend physical play to the virtual world by creating digital games and experiences that drive sustained engagement for fans of all ages."
While Mattel Game Studios will continue to develop mobile titles, including an upcoming Hot Wheels game and an Uno-based game called Uno Wild currently in soft launch, its strategic direction extends beyond mobile. The studio's planned releases on platforms like Roblox and Fortnite reflect a broader trend in the gaming industry.
Roblox players reportedly spent over 10 billion hours on the platform monthly in 2025, surpassing combined hours on Steam, PlayStation, and Fortnite. Fortnite, meanwhile, has become a significant hub for media crossovers and is cultivating a new development ecosystem around its Unreal Engine technology. This has led to observations that games on these platforms, even those not directly targeting traditional adult gamer demographics, can achieve significant reach. Examples like the Roblox-based shooter TTK, described as a functional experience comparable to some Steam releases, suggest that these platforms can offer a viable market for developers.
Mattel's approach, focusing on established creator platforms rather than solely pursuing traditional PC and console markets or heavily investing in chasing conventional markets, mirrors efforts by other large companies like Amazon and Hasbro. The success of such ventures could encourage more brands to explore these emergent virtual spaces for audience engagement and revenue. The shift is also echoed by reports of game studios like Starbreeze potentially focusing on bringing their properties to Roblox and Fortnite.