Mattel Acquires Full Ownership of Mattel163 From NetEase

Mattel, Inc. has acquired full ownership of mobile game studio Mattel163 after buying NetEase’s 50% stake for $159 million USD. The developer was valued at $318 million in the transaction announced on Feb 10, 2026. The deal is expected to close by the end of the first quarter (Q1), subject to customary closing conditions, and is expected to be immediately profitable.

Founded in 2018 as a joint venture, Mattel163 develops mobile games based on Mattel's intellectual property (IP). Its releases include Uno!, Uno Wonder, Phase 10, and Skip Bo. Together, these titles have generated more than 550M downloads and attract about 20M monthly active users worldwide.

Mattel163 Acquisition Expands Mattel's Digital Games Operations

Mattel stated the acquisition adds in-house development, publishing, and digital customer acquisition capabilities to its digital games division. 

The company also plans to increase mobile output and align future titles with its broader product roadmap. Integration is expected to support performance marketing scale, cross-promotion, and coordination with brand marketing.

More than half of the $159M purchase price will be funded through Mattel’s share of joint venture cash. These funds are not consolidated on the company’s balance sheet. Mattel mentioned the deal supports its strategy to capture more value from its IP across entertainment segments.

Mattel’s broader digital plan includes licensing partnerships with Take-Two, Xbox, Supercell, Netflix, and Apple Arcade. It also covers self-publishing initiatives beginning in 2026 and branded experiences across Roblox and Fortnite.

Chairman and CEO, Ynon Kreiz, said the acquisition aligns with Mattel’s digital strategy, “Our vision is to extend physical play to the virtual world by creating digital experiences and games based on Mattel IP that drive sustained engagement for fans of all ages.”

Altogether, the transaction consolidates Mattel’s control over mobile development tied to its core franchises. It strengthens the company’s ability to scale digital output within its broader entertainment strategy.