Mattel Rebrands Gaming Arm and Targets Major Mobile Success

Toy giant Mattel is repositioning its gaming division with plans to build an ambitious mobile hit that mirrors the massive success of Hasbro and Scopely's Monopoly Go. The company bought out NetEase's stake in its former joint venture Mattel163 earlier this year in February. Following the buyout, the operation was rebranded as Mattel Game Studios in August. Devin Nambiar, who joined the division as chief operating officer after spending a decade at EA, helps oversee a team of approximately 300 staff members spread across Los Angeles and Hangzhou, China.

Mattel Game Studios continues to run existing live titles such as several Uno games, Phase 10, Skip-Bo, and licensed projects like Budge's Barbie Dreamhouse and Rollic's Barbie Merge Mystery. However, leadership is now aiming higher. Nambiar noted that during the early years of Mattel163, the operation lacked the scale to command Mattel's full attention, but the scale has since hit escape velocity. The buyout served as a mutual agreement that aligned with NetEase's withdrawal from western gaming priorities and Mattel's deeper investment in its own digital portfolio.

The studio recently released an internally developed runner titled Masters of the Universe: Until Next Time alongside the brand's return to movie theaters. Nambiar stated that the overarching ambition is to synchronize a mobile game with the launch of every major Mattel film, television show, and toy line. This strategy aims to create an interconnected ecosystem across physical toys and media experiences to maximize impressions during major launches. Mattel joins other toy companies expanding into gaming, following Hasbro's licensing success with Monopoly Go and Lego's recent acquisition of a mobile game team.

Uno currently serves as Mattel's largest title regarding traffic, revenue, and engagement. Nambiar expressed that the existing Uno mobile game generates significant organic download interest, noting it could become the company's equivalent to Monopoly Go if scaled appropriately. Alongside Uno, Mattel plans to explore more ambitious titles for the Barbie franchise. Leadership is investigating different genres, such as merge games, match-three titles with Rollic, simulation games, and dress-up experiences like Covet Fashion.

Beyond mobile platforms, Mattel executive leadership views this digital expansion as a high priority in transitioning the company into an IP and brand management firm. Additional plans include expanding into PC and console formats, particularly through licensed Hot Wheels games aimed at the arcade racing market. Leadership describes the digital transformation as a long-term five to ten year initiative rather than an immediate rush to release multiple titles per year.