Mattel Digital Studios
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"Players want to engage with brands, not just consume them" – Mattel on its new Game Studios arm, why it's releasing on Roblox, and what it learnt from NetEase
Mattel has launched Mattel Game Studios to develop games based on its intellectual property, aiming to extend physical play into the virtual world. The company, which acquired its joint venture with NetEase, will focus on internally developed titles and strategic partnerships, emphasizing sustained engagement and authentic brand experiences. Mattel sees gaming as a core pillar of its entertainment ecosystem, with a long-term vision for its new studio to become a leading entertainment-based game developer and publisher.
Barbie and Hot Wheels owner Mattel launches Mattel Game Studios
Toy maker Mattel has launched Mattel Game Studios, a new subsidiary of Mattel Digital Studios, to develop and publish titles based on its iconic brands like Barbie and Hot Wheels. The studio will oversee existing mobile games and publish new free-to-play titles, as well as original experiences on platforms like Roblox and Fortnite. This move follows Mattel's recent acquisition of mobile studio Mattel163.
Mattel Turns a Viral Meme into the Game MOTU Skeletor: Until Next Time!
Mattel Digital Studios has released a new mobile game titled MOTU Skeletor: Until Next Time!, inspired by a popular Skeletor meme. This endless runner allows players to control Skeletor, collecting coins and using powers while avoiding hazards and He-Man's allies. The game features seasonal content, unlockable characters from the Masters of the Universe franchise, and is available on the Google Play Store.
