Mattel acquires Mattel163 from NetEase in a $159 million deal, taking full ownership of the mobile games studio originally formed as a joint venture in 2018. The transaction values the developer at $318 million and marks a major step in Mattel’s accelerating digital strategy.
The acquisition gives Mattel full control over the studio behind successful mobile titles including Uno!, Uno Wonder, Phase 10, and Skip-Bo. Collectively, these games reach around 20 million monthly active users and have surpassed hundreds of millions of downloads worldwide.
With Mattel acquiring Mattel163 outright, the company moves from partnership to ownership — gaining deeper publishing control and long-term monetization leverage in mobile gaming.
📊 A $318M Valuation and Strategic Buyout
The deal sees Mattel purchasing NetEase’s 50% stake for $159 million, effectively valuing the studio at $318 million. More than half of the transaction will reportedly be funded using Mattel’s share of joint venture cash.
The acquisition is expected to close by the end of Q1 2026.
While financial in structure, the move is strategic in direction. Mattel acquires Mattel163 at a time when toy brands are aggressively expanding into digital ecosystems to extend IP relevance beyond physical products.
🌐 Why This Matters for Mattel’s Digital Ambitions
Mattel’s broader digital strategy rests on three pillars:
Licensing partnerships
Self-publishing original mobile titles
Expanding IP across UGC platforms like Roblox and Fortnite
By acquiring Mattel163, the company strengthens its self-publishing capabilities, gaining in-house expertise across:
Mobile development
Live operations
User acquisition
Digital monetization
CEO Ynon Kreiz emphasized that extending physical play into the virtual world remains central to the company’s long-term strategy.
Owning Mattel163 gives Mattel the infrastructure to control that transition directly rather than relying on external publishing partnerships.
📱 Scaling Mobile Output in 2026
Mattel plans to increase its mobile output following the acquisition, with two new mobile games scheduled for release this year.
The studio’s existing portfolio demonstrates how traditional tabletop and card IP can translate effectively into mobile free-to-play ecosystems. Titles like Uno! have proven that brand equity combined with strong live-ops execution can sustain long-term digital engagement.
Now that Mattel acquires Mattel163 fully, the company can move faster in scaling future digital launches and aligning game development directly with its global brand roadmap.
🚀 Bigger Picture: IP Ownership in the Digital Era
The acquisition reflects a broader industry trend: entertainment companies consolidating digital capabilities rather than outsourcing them.
By bringing Mattel163 fully under its umbrella, Mattel positions itself to:
Capture a larger share of mobile revenue
Maintain full creative control over digital adaptations
Expand into high-growth gaming markets
Strengthen cross-platform IP ecosystems
As gaming continues to merge with entertainment, merchandising, and UGC platforms, owning digital infrastructure becomes increasingly valuable.
Mattel acquiring Mattel163 is less about a $159 million buyout — and more about securing long-term control over how its iconic brands live and evolve in the digital world.
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