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In August, Mattel announced the formation of Mattel Game Studios, a global development organization focused on creating games based on its own intellectual property. This new division operates under Mattel Digital Studios and follows the company's acquisition of its joint venture partner Mattel163 from NetEase earlier this year.
The studio employs nearly 300 staff across Los Angeles and Hangzhou. Marcus Liassides, global head of Mattel Digital Studios, stated that the firm aims to balance internal development with external partnerships. While internal projects offer greater creative control and long-term expertise, the company continues to seek collaborations with studios that demonstrate a genuine vision for its brands.
Mattel is also expanding its presence on creator platforms like Roblox, having released titles such as Monster High and Uno: Bridge Clash. Liassides emphasized that success on these platforms requires designing experiences native to the environment rather than simply porting traditional games. He noted that players prefer to actively engage with brands rather than just consume them.
Looking ahead, Mattel intends to establish itself as a leading entertainment-based publisher over the next five years. Liassides stressed that the company views gaming as a core pillar of its business, prioritizing high-quality gameplay where the brand elevates the experience rather than carrying it alone.
