Mattel on Its New Game Studios Arm, Why It's Releasing on Roblox, and What It Learnt from NetEase

Mattel formed Mattel Game Studios in August, a global development organisation under Mattel Digital Studios focused on games based on its own IP, with nearly 300 staff across Los Angeles and Hangzhou. The move follows Mattel's February acquisition of 100% of Mattel163, its joint venture with NetEase established in 2018. A Mattel executive said players want to engage with brands rather than just consume them, and that success on Roblox comes from designing specifically for the platform.