Mattel, the toy giant known for recent digital brand expansions, is making a serious push into the world of games. Not content with just licensing their popular games brands to big-name publishers, they are now set to become a game publisher themselves, with plans to release self-published games on app stores in 2024.
This move is part of Mattel’s strategy to expand its presence in the digital games market and grow its network of studio development partners globally. In addition to self-publishing games based on their iconic brands, Mattel is actively seeking partnerships with studios of all sizes and expertise to create new digital products.
The company states, “With these new partnerships, the company aims to foster creativity and develop innovative digital gaming experiences that showcase its timeless brands and characters to captivate audiences of all ages.”
Josh Silverman, Chief Franchise Officer at Mattel, commented, “This is an exciting time for us as we take our iconic IP beyond licensing partnerships to self-publishing of Mattel mobile games. By engaging directly with our fans, we aim to deliver unparalleled gaming experiences that drive revenue and profit growth for the company.”
Mike DeLaet, Global Head of Digital Gaming at Mattel, added, “The expansion into self-publishing is a key part of our vision to offer captivating, innovative experiences featuring our beloved franchises, characters, and storylines. We look forward to collaborating with top development studios to enhance our digital games portfolio.”
Stay tuned for announcements about Mattel’s first development partners and the brands set to receive the Mattel publishing treatment in the near future.
