Mattel Game Studios Forms to Accelerate Digital Games

August 15, 2026 - 02:34

Mattel has officially created a dedicated internal game development arm, now called Mattel Game Studios, as part of a broader effort to speed up its presence in the digital entertainment space. The new studio will handle the full lifecycle of video game projects, from initial concept and development to publishing and live operations, focusing on original interactive experiences built around some of the company's most recognizable brands.

The initial lineup will lean heavily on fan favorites, with Hot Wheels and UNO named as flagship properties for the studio's first wave of releases. Beyond those two, the team is expected to explore other parts of Mattel's extensive catalog, which includes everything from Barbie to Masters of the Universe, though no specific titles were announced alongside the launch. The move signals a shift from licensing out its brands to outside developers, giving Mattel more direct control over quality, release timing, and long-term player engagement.

Mike DeLaet, who previously led digital gaming at Mattel, will head the new studio. The company says the goal is to build games that players return to over time, rather than one-off movie tie-ins or simple mobile apps. With the toy industry facing slower growth in physical sales, this push into digital is a clear bet on recurring revenue and deeper fan loyalty. Mattel has not yet shared a timeline for the first release from the new studio, but the structure is now in place to move projects forward quickly.