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Mattel launches game studio to build Roblox, Fortnite and mobile games

Mattel has launched Mattel Game Studios to develop, publish and operate digital games and interactive experiences based on its toy brands. The studio grew out of Mattel163, a joint venture founded in 2019 with NetEase that Mattel took full control of earlier this year, and will continue mobile releases while expanding into creator platforms. Projects announced include Uno Wild in soft launch on mobile and a new Hot Wheels game, and the studio will release original experiences on Roblox and Fortnite, platforms with massive user engagement.

• Mattel Game Studios is an internal division tasked with creating digital games and interactive experiences using Mattel’s IP.
• The studio evolved from Mattel163, the 2019 NetEase joint venture that Mattel fully acquired earlier in 2026; Mattel163 previously published mobile card games like Phase 10: World Tour, Skip‑Bo, and Uno.
• Current projects include Uno Wild (soft launched on mobile) and a Hot Wheels game in development; Mattel says it will continue producing mobile titles.
• Mattel plans original experiences on Roblox and Fortnite; Roblox users logged over 10 billion hours per month in 2025—more than Steam, PlayStation and Fortnite combined—underscoring why creator platforms are a strategic focus.