Mattel is moving beyond licensing its toy brands to other game publishers. More than four decades after Barbie appeared in a Commodore 64 spin-off, the company has announced Mattel Game Studios, an internal team of 300 developers responsible for creating and publishing original games.
The initiative covers major properties including Barbie, Hot Wheels and Uno. It sits within Mattel Digital Studios, the division that manages the company’s existing third-party licensing partnerships across mobile, console and PC.
Mattel Game Studios will operate from offices in Los Angeles and Hangzhou, China. The new group combines development and publishing responsibilities, giving Mattel greater involvement in the creative and commercial direction of games based on its brands.
Recent projects provide an early indication of the company’s plans. Masters of the Universe: Legends Unite, a mobile roguelike designed for couch co-op play, launched in June. Mattel has also previewed UNO Wild, a new Uno “experience” currently undergoing a soft launch, while a fresh Hot Wheels title is in active development.
Mattel Digital Studios chief Marcus Liassides said in a press release dated August 17 that the new structure is intended to give the company the scale to build and publish more original experiences. He also pointed to Mattel’s continuing collaborations with outside developers as a way to reach players across different platforms.
A difficult market for new game studios
Building games internally is a substantial challenge. Development can be costly, time-consuming and unpredictable, even for companies with familiar entertainment brands and significant resources.
Hasbro, Mattel’s major toy-industry rival, recently pulled back after several prominent cancellations and financial write-downs. Technology companies have faced similar problems: Amazon was the latest major player to abandon in-house AAA game development.
Mattel’s approach may prove more sustainable if the company keeps its ambitions focused. The business already has a long history of successful games based on its properties, but running a dedicated studio will place it closer to the creative decisions that shape those releases.
What could come next for Mattel’s games?
Barbie Rewind is scheduled for release later this year. The remastered collection brings together Barbie games from different eras, while Hot Wheels Let’s Race: Ultimate Speed arrived last year.
For arcade fans, the interesting question is how Mattel’s best-known brands might translate into different genres and play styles. Hot Wheels could support a more expansive driving game, while Barbie could suit a contemporary cosy simulation. Whether Mattel Game Studios delivers those ideas—or takes a very different direction—will become clearer as its original projects progress.
Follow more arcade and gaming news, explore arcade machines, or compare options in our arcade machine buying guide. Fans building a themed setup can also browse racing simulators.
Leave a Reply