Mattel’s Strategic Leap: Game Studio Targets Roblox and Fortnite

Mattel is breaking new ground by launching Mattel Game Studios—a bold move that brings its iconic brands into the world of user‑generated platforms like Roblox and Fortnite.

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A Bold New Chapter for Mattel’s Digital Play

On August 13, 2026, Mattel officially announced the formation of Mattel Game Studios, a new global digital game organization designed to develop, publish, and operate interactive experiences rooted in its iconic brands such as Hot Wheels and UNO . The studio brings together nearly 300 developers, artists, engineers, live‑ops specialists and producers across Los Angeles and Hangzhou, uniting Mattel’s digital ambitions under one roof . This initiative follows Mattel’s full acquisition of Mattel163 earlier in 2026, consolidating mobile game development, publishing, and marketing capabilities into a centralized structure .

Building on a Proven Mobile Legacy

Mattel163 has been instrumental in Mattel’s digital success, with a portfolio—including UNO!, UNO Wonder, Phase 10, and Skip‑Bo—amassing over 550 million downloads since 2018 and engaging roughly 20 million monthly active players . This track record provides the backbone for Mattel Game Studios, offering both development muscle and live‑ops expertise . Already, the studio has launched its first self‑published mobile game based on Masters of the Universe in June, with UNO Wild in soft launch and a new Hot Wheels title in active development .