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| Mattel163’s mobile catalogue includes UNO!, Phase 10, Skip-Bo, and UNO Wonder, all built around Mattel’s card and tabletop brands. |
By Jon Scarr
Mattel has acquired full ownership of its mobile games studio Mattel163, buying out joint venture partner NetEase’s 50% stake for $159 million. The deal values the studio at $318 million and is expected to close by the end of Q1 2026.
Mattel163 was formed in 2018 as a joint venture between Mattel and NetEase, with a focus on bringing Mattel’s tabletop and card brands to mobile platforms. Since launch, the studio has released mobile versions of UNO!, UNO Wonder, Phase 10, and Skip-Bo, building a catalogue that now reaches around 20 million monthly active users and more than 550 million downloads worldwide.
Under the agreement, Mattel will take full control of the studio. More than half of the purchase price is expected to be covered using Mattel’s share of the joint venture’s existing cash.
Mattel Takes Direct Control of Its Mobile Publishing
By fully absorbing Mattel163, Mattel gains complete control over mobile development, publishing, and user acquisition tied directly to its own brands. The company says the acquisition strengthens its ability to self-publish games and scale mobile releases without relying entirely on external partners.
Mattel has confirmed plans to increase its mobile output following the acquisition, with two new self-published mobile titles currently planned for release later this year.
The acquisition also makes it easier for Mattel to connect its mobile games with its toy releases and broader entertainment plans, instead of treating games as a separate side project.
Mobile Games Sit Alongside Roblox and Fortnite Expansion
Mobile remains one part of Mattel’s wider digital strategy. The company continues to structure its games business around three main areas: licensing its brands to external partners, publishing its own mobile titles, and expanding branded experiences on user-generated platforms such as Roblox and Fortnite.
That approach reflects a longer-term shift toward keeping Mattel brands active across phones, consoles, and creator-driven platforms, rather than treating mobile games as one-off releases.
Mattel Positions the Deal as a Long-Term Digital Move
Mattel chairman and CEO Ynon Kreiz described the acquisition as a step toward extending physical play into digital spaces, with Mattel163 expected to play a central role in future releases.
By taking full ownership, Mattel now controls how its card and tabletop brands evolve on mobile, how frequently new games ship, and how those games connect back to its wider entertainment plans.
For Mattel, the deal reinforces a shift toward owning its mobile development work directly, rather than relying only on licensing deals with outside publishers.
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