Mattel has announced the formation of an in-house video game studio with intention to develop and publish games inspired by its brands, which include Barbie, Hot Wheels, UNO, Monster High, Masters of the Universe, and more.
In a statement, the company confirmed aspirations to ‘extend physical play to the virtual world’ by creating its own games and experiences to drive ‘sustained engagement’ for fans of all ages.
Mattel Game Studios reportedly comprises around 300 artists, designers, engineers, live operations specialists and producers from across Los Angeles and Hangzhou, all of whom will contribute to existing mobile games, new free-to-play mobile titles and original experiences on creator platforms like Roblox and Fortnite.
Mattel Game Studios – quick links
Mattel brings game development under one banner
Per Mattel, the newly-formed studio brings together an array of talents from across its business, including those formerly under Mattel163, a company that was co-owned with Chinese technology firm NetEase.
Going forward, all of Mattel’s game development, publishing and marketing will now be under a combined banner, with a particular focus on mobile and shared play experiences using the company’s most iconic brands. For what to expect, it’s best to look at recent collaborations like the official Monster High x Roblox game, which invites players to ‘immerse themselves in a world of fangtastic fashion’.
Mattel has confirmed it will continue to work with ‘world-class partners’ on new self-published titles and licensed games, including the upcoming and nostalgia-filled Barbie Rewind. Mattel Game Studios seemingly has its own remit, with a specific focus on promotional brand activity and more live service-style games.
The next titles in development at the newly-formed studio is a Hot Wheels venture, and it will also support the soft-launched UNO Wild, a spin on the classic card game.
The focus is on ‘scale’ and opportunity in the market
Per Marcus Liassides, Senior Vice President and Global Head of Mattel Digital Studios, the new game studio will give the company more ‘scale’ and opportunity to develop new game experiences for the market, tailored towards its key audiences.
‘Mattel Game Studios gives us the scale and capabilities to build and publish more original gaming experiences inspired by our iconic brands,’ Liassides says. ‘Together with our successful collaborations across the industry, it strengthens our ability to reach fans through great games wherever they choose to play.’
Mattel163 founder Amy Huang praised the team’s established capabilities and looked to a bright, long-term future for the studio.
‘We’ve brought together an extraordinary group of developers, artists, and publishing experts who share a passion for building great games,’ Huang says. ‘Combining that talent with Mattel’s incredible brand portfolio gives us an exciting opportunity to create experiences players will enjoy for years to come.’
While it would be tempting to look over the fence to point out that rival Hasbro – Mattel’s nearest analogue in the market – recently announced a major shrinkage of their own in-house video game plans (including major layoffs and financial shortfalls), the experience of Mattel163 and a tight focus on the new studio’s output may avert a similar fate.
Also on ScreenHub: Devolver Digital seeks privatisation to focus on long-term company health and success
In a release to investors, games publishing company Devolver Digital has announced an intention to delist from the UK’s Alternative Investment Market and once again become a private company. Shareholders will make a decision on this proposal in September, with a successful vote leading to the company’s re-privatisation, and as it says, a renewed focus on its long-term health and sustainability.
As it shared with investors and media, in typically blunt Devolver Digital style, being in the public market has led to high expectations of consistent growth for Devolver that don’t necessarily reflect its mission to publish great games.
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