From Toys to Video Games: Mattel to Independently Create Games Based on Hot Wheels, UNO, and Other Brands

The company's new studio will focus on mobile projects and content for Fortnite and Roblox.

Toy manufacturer Mattel announced the creation of Mattel Game Studios — its own division that will develop, publish, and support games based on Hot Wheels, UNO, Masters of the Universe, and other company brands.

The studio employs nearly 300 artists, designers, engineers, producers, and other specialists from Los Angeles and Hangzhou, China. Mattel Game Studios will focus on mobile and free-to-play games, and will also create content for Roblox and Fortnite.

The new division grew out of Mattel163 — a joint venture between Mattel and NetEase, founded in 2017. In early 2026, Mattel bought out its Chinese partner's share, after which it merged the developers, publishing, and marketing teams of Mattel163 under the Mattel Game Studios banner.

Since 2018, Mattel163 has released several mobile games based on Mattel brands, including UNO!, UNO Wonder, Phase 10, and Skip-Bo. Together, they have accumulated over 550 million downloads, and their combined monthly audience currently stands at around 20 million players.

In June, the updated team already released the mobile runner MOTU Skeletor: Until Next Time. The studio is currently testing UNO Wild and simultaneously developing a new Hot Wheels game, the details of which are being kept secret for now.