Mattel Bets On In-House Studio to Turn Barbie, Uno, and More Into Games

Mattel is launching Mattel Game Studios, a 300-strong in-house game development and publishing arm split between Los Angeles and Hangzhou, to create original games based on its iconic brands (including Uno). The studio, under Mattel Digital Studios, has already released Masters of the Universe: Legends Unite and is soft-launching UNO Wild with a Hot Wheels game in development. The move follows Hasbro’s retreat from in-house game development and signals Mattel’s ambition to build a scalable, internal pipeline for games, though success remains uncertain and tied to navigating a notoriously difficult market.