Mattel, NetEase Launch Mobile Games Studio Mattel163

Mattel Inc. entered into a joint venture with NetEase Inc. to form Mattel163, a publishing and development studio. The studio aims to bring to market a wide variety of digital experiences based on Mattel’s global brands.

NetEase is a global internet technology and video game company that is responsible for developing many popular mobile gaming franchises, including Fantasy Westward Journey, The Ghost, Onmyoji, Rules of Survival, and more.

Mattel163’s first title will be based on Mattel’s UNO game, now available on Facebook Messenger and coming soon as a mobile app to iOS and Android devices. The company plans to create more mobile games and education apps inspired by Mattel brands, including Barbie, Hot Wheels, Fisher-Price, Thomas & Friends, and more.

Inspired by NetEase’s heritage as an internet technology pioneer, the name “Mattel163” is a homage to the company’s original URL—http://www.163.com—, a reference to early days of internet availability in China when users dialed the digits “163” to gain online access.

About the author

Stephanie Grassullo

Stephanie Grassullo is an associate editor at Adventure Publishing Group. In addition to handling toy and licensing news and updates for The Toy Book and The Licensing Book, Stephanie also writes toy reviews and commentaries for the Toy Insider. When she’s not binge-watching old episodes of Gossip Girl, Stephanie is always game for Boggle tournaments—she’s the titleholder Boggle champion in her family, and proud of it! Stephanie firmly believes that there is no awkward moment that can’t be remedied with the help of Bop It. To get to know her better, follow her on Twitter @steph_grass.