The future is bright for fans of Mattel’s arsenal of games, as many iconic games under the franchise's umbrella are getting digital adaptations. In a press release on Aug. 13, Mattel announcedthe brand's expansion into digital games via Mattel Game Studio, along with plans for future interactive Hot Wheels and UNO games.
“... Mattel Game Studios, a new global digital game organization that will develop, publish, and operate original interactive experiences inspired by Mattel’s portfolio of iconic brands. The launch advances Mattel’s vision to extend physical play to the virtual world by creating digital games and experiences that drive sustained engagement for fans of all ages.” Mattel wrote.
This expenditure brings with it roughly 300 employees from both Los Angeles and Hangzhou, China. This group of artists, designers, engineers, live operations specialists and producers is set to lead Mattel’s efforts to expand its current “mobile game portfolio, new free-to-play mobile titles, and original experiences on creator platforms such as Roblox and Fortnite.”
This comes after Mattel’s merger with digital game brand Mattel163 in February, which now “[brings] Mattel’s game development, publishing, marketing, and brand capabilities together under a single global organization.”
A merger that Ynon Kreiz, Chairman and CEO of Mattel, wrote optimistically about, giving the digital game company props for its ability to build from the ground up; the company having been founded in 2018 and creating four games, 20 million monthly users, and over 550 million global downloads.
“Our vision is to extend physical play to the virtual world by creating digital experiences and games based on Mattel IP that drive sustained engagement for fans of all ages. Acquiring full control of Mattel163 does exactly that. It will play an important role in our digital strategy and significantly enhance our capabilities in self-publishing,” Kreiz said. “ The Mattel163 team has done remarkably well building this business from the ground up and we look forward to welcoming them on board. Our portfolio of iconic brands lends itself perfectly to the digital world and the acquisition will strengthen our position and accelerate our presence in a large, high-growth market.”
With the announcement comes excitement from fans of the potential games from Mattel’s iconic rogue gallery of IPs. Having already published “Skeletor: Until Next Time” in June, there may be more “Masters of the Universe” characters set to mobile game stores in the future.
The brand announced the titles of its developing projects: “Barbie Rewind,” “Hot Wheels Infinite Rush,” and “He-Man and the Masters of the Universe: Dragon Pearl of Destruction.” It would seem everyone’s favorite girl-boss, Barbara “Barbie” Millicent Roberts, will get another game appearance.
The future of the brand appears to be rooted in creating fun gaming experiences, with an emphasis on collaboration within the creative process.
“Mattel Game Studios gives us the scale and capabilities to build and publish more original gaming experiences inspired by our iconic brands,” Mattel Digital Studios chief and senior vice president Marcus Liassides said. “Together with our successful collaborations across the industry, it strengthens our ability to reach fans through great games wherever they choose to play.”
The launch of this new branch is a testament to that, with the staff and leadership within Mattel163 staying as a part of this new phase of Mattel. Mattel163’s chief, Amy Huang, will stay as an integral member of the team, reporting to Mattel Chief Strategy Officer Ken Wee until the company’s transition is finished, transferring her under Liassides.
Mattel seems to be on the brink of some pretty major content for consumers to keep their eye on. The studio's next project may include a giant Barbie stomping her way through the next Fortnite live events.
