Barbie creator will gain full control over the mobile division.
American company Mattel will buy out Chinese publisher NetEase's stake in the joint studio Mattel163 and become its sole owner. The company is valued at $318 million, but since Mattel already owns 50%, it will only have to pay $159 million.
Under the terms of the agreement, the American company will gain full control over Mattel163, which was engaged in mobile adaptations of its card brands. Mattel stated that the deal will strengthen its position in the digital entertainment market and allow it to move to independent game publishing. The procedure is planned to be completed by the end of the first quarter of 2026.
Mattel163 was founded in 2018 as a joint venture between Mattel and NetEase. Over eight years, the studio has released four mobile games based on the toy manufacturer's franchises: Uno, Uno Wonder, Phase 10, and Skip-Bo. Total project downloads exceeded 550 million, and the monthly audience is about 20 million users.
After the closing of the deal, Mattel intends to integrate the studio into its structure and expand the development of games based on key franchises, including Barbie, Hot Wheels, Fisher-Price, and Masters of the Universe. For the company, this is another step towards strengthening interest in its own brands — following the film adaptation of "Barbie" and the upcoming film "Masters of the Universe."
