Mattel Forms Mattel163 For Development of Digital Experiences

Last Updated on January 3, 2020 by Danielle


Mattel163 to develop digital experiences based on Mattel’s popular toy brands, including Barbie, Hot Wheels, Fisher-Price, Thomas & Friends, and more.

Mattel recently announced a new partnership with NetEase, a leading Chinese Internet technology and video game company, to form a new creative mobile development studio named Mattel163.

With the newly formed partnership, Mattel163 will develop digital experiences based on some of Mattel’s most iconic brands. This is part of Mattel’s new strategy to develop digital experiences based on some of its most popular brands.

The first mobile game that Mattel163 will develop is based on the popular game of UNO. Presently, the game is available via Facebook Messenger with plans to also develop versions for iOS and Android in the near future.

Sid Mathur, EVP and Chief Strategy and Development Officer at Mattel, stated: “Mobile gaming is growing at a phenomenal pace, and is estimated to generate nearly $58 billion in global revenue by 2018. By combining NetEase’s leadership in game development and publishing with Mattel’s expansive portfolio of global consumer brands, Mattel163 is poised to build captivating and creative mobile experiences.”

NetEase has established itself as one of the world’s leading mobile game developers. It boasts a global market capitalization exceeding $40 billion and has developed some of the top-grossing mobile games, such as Fantasy Westward Journey, The Ghost, Onmyoji, and Rules of Survival.

Benjamin Ha, corporate VP at NetEase, stated: “Mattel has been defining the future of learning and play for generations and we are honored to be participating to create a new world-class publishing and development studio in gaming and education. By combining NetEase’s global footprint and established roots in gaming and education with Mattel’s iconic consumer brands, Mattel163 will bring even more creative and innovative gaming and educational experiences to users around the world.”

After developing the UNO mobile game, Mattel163 will focus its efforts on creating mobile games and educational apps based on Barbie, Hot Wheels, Fisher-Price and Thomas & Friends.

So what do you think about these upcoming digital experiences based on Mattel’s most iconic toy properties? Which ones are you most excited for? Sound off in the comments below.

Source: ToyNews

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