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The company Mattel, well known for classic trademarks like Barbie and Hot Wheels, is taking a fresh turn by releasing mobile games on its own. The worldwide head of digital gaming at Mattel, Mike DeLaet, revealed the company's intentions to enter the self-publishing space in an exclusive conversation with GamesBeat. Announcements are expected to start later in 2024. Strategic Partnerships and Co-Development Initiatives DeLaet emphasized Mattel's selective approach to partnerships, stating, "We’ll be very selective about our partners. We’re launching a self-publishing initiative where we do co-development." Under this initiative, Mattel will not only fund the development and marketing of these games but will also handle the publishing aspect internally. This move is in addition to Mattel's existing joint venture with NetEase, known as Mattel 163, and its robust licensing business. "We’ll still continue to do most of our projects through licensing, and we can’t do everything ourselves," added DeLaet, highlighting Mattel's commitment to maintaining a diversified approach to game development and publishing. Although mobile games are Mattel's primary emphasis at the moment, the business is always open to other ideas. In an indication of Mattel's willingness to innovate and adjust to changing market trends, DeLaet made vague mention of possible forays into platforms such as Roblox and the use of tools like the Unreal Editor for Fortnite. With a wide range of well-known brands under its belt, like Uno and Bob the Builder, Mattel has a strong platform for its entry into the gaming market. Mattel is positioned to have a big influence on the mobile gaming industry and beyond thanks to its rich past and dedication to excellence.

Mattel

Mattel Ventures into Self-Publishing for Mobile Games