Mattel, the renowned toy company known for iconic brands like Barbie, has made an exciting announcement in the gaming industry. The global head of digital gaming, Mike DeLaet, revealed that Mattel will be venturing into self-publishing mobile games. This strategic move is set to bring a fresh wave of gaming experiences to the market.

In a recent interview with GamesBeat, DeLaet shared insights into Mattel’s approach to self-publishing. He emphasized that the company will be highly selective in choosing partners for this initiative, focusing on co-development opportunities. Mattel’s self-publishing model involves funding game development, marketing, and taking on the role of publisher, marking a significant shift from their traditional licensing approach.

While the company remains committed to its existing joint venture with NetEase, known as Mattel 163, and its licensing business, the decision to explore self-publishing reflects a bold step towards embracing new avenues in the gaming industry.

With a strong emphasis on mobile titles, Mattel’s foray into self-publishing is expected to introduce fresh and innovative gaming experiences to audiences. Furthermore, there are hints that the company may expand its scope to include platforms like Roblox and the Unreal Editor for Fortnite in the future.

Mattel’s diverse brand portfolio, which includes popular names such as Hot Wheels, Uno, and Bob the Builder, positions the company to leverage its rich heritage and iconic characters in the realm of gaming. This move is indicative of Mattel’s commitment to diversifying its gaming offerings and engaging with audiences in new and exciting ways.

This development marks a significant milestone for Mattel as it seeks to carve out a prominent presence in the gaming landscape. As the company prepares to unveil its self-published games later in 2024, the gaming community eagerly anticipates the arrival of these new titles, poised to showcase the creativity and innovation synonymous with the Mattel brand.