Mattel to acquire full ownership of Mattel163 Mobile Games Studio
Mattel has agreed to acquire the remaining 50% stake in mobile games studio Mattel163 from joint venture partner NetEase, giving it full ownership. The deal, expected to close by the end of Q1 pending customary conditions, values Mattel163 at $318 million, with Mattel paying $159 million for NetEase’s share. More than half of the purchase price will be funded from the JV’s existing cash and the transaction is expected to be immediately accretive.
Founded in 2018, Mattel163 develops mobile games based on Mattel brands, including UNO!, UNO Wonder, Phase 10and Skip-Bo. The studio has around 20 million monthly active users and more than 550 million downloads worldwide.
Strengthen Mattel's digital games strategy
Full ownership will strengthen Mattel’s digital games strategy by adding development, publishing and digital customer acquisition expertise. The integration is expected to boost mobile output, improve alignment with Mattel’s broader product roadmap, and create efficiencies in marketing and cross-promotion. The move supports Mattel’s strategy to unlock greater value from its IP in high-margin entertainment categories.
CEO Ynon Kreiz said the acquisition advances Mattel’s vision of expanding its brands into digital play experiences and enhances its self-publishing capabilities in a fast-growing market.
Mattel’s digital strategy focuses on three pillars: licensing with partners such as Take-Two, Xbox, Supercell, Netflix and Apple Arcade; self-publishing original mobile games, with two launches planned for 2026; and expanding brand presence on creator platforms including Roblox and Fortnite.