Mattel to Acquire Full Ownership of Mattel163 From NetEase

Gaming News Roundup: Mattel expands its digital games portfolio with Mattel163 acquisition

Published on Feb. 10, 2026

Got story updates? Submit your updates here. ›

Mattel, Inc. has announced it will acquire full ownership of the Mattel163 mobile games studio from its joint venture partner NetEase. The transaction values Mattel163 at $318 million, with Mattel paying $159 million for NetEase's 50% stake. Mattel163 has developed games based on iconic Mattel brands like Uno!, Uno Wonder, Phase 10 and Skip Bo, with over 550 million downloads and 20 million monthly active users worldwide.

Why it matters

The acquisition of Mattel163 aligns with Mattel's strategy to extend its physical toy brands into the digital gaming space. It will allow Mattel to increase its mobile games output and enhance alignment between its digital and physical product roadmaps, capturing more value from its iconic IP across entertainment verticals.

The details

Mattel163, founded in 2018, is a global game studio that has developed successful mobile games based on Mattel's popular brands. The transaction values Mattel163 at $318 million, with Mattel paying $159 million to acquire NetEase's 50% stake. More than half of the purchase cost is expected to be funded from Mattel's share of the joint venture's existing cash reserves.

  • The transaction is expected to be completed by the end of Q1 2026.

The players

Mattel, Inc.

An American toy manufacturing company and a major player in the global toy industry, known for iconic brands like Barbie, Hot Wheels, and Fisher-Price.

NetEase

A leading Chinese internet and video game company that was Mattel's joint venture partner in the Mattel163 mobile games studio.

Mattel163

A global game studio founded in 2018 that has developed mobile games based on Mattel's popular brands, with over 550 million downloads and 20 million monthly active users worldwide.

Ynon Krei

The chairman and CEO of Mattel, who stated that the Mattel163 acquisition will play an important role in Mattel's digital strategy and significantly enhance its capabilities in self-publishing mobile games.

Got photos? Submit your photos here. ›

What they’re saying

“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. Acquiring full control of Mattel163 does exactly that.”

— Ynon Krei, Chairman and CEO, Mattel (Variety)

What’s next

The transaction is expected to be completed by the end of the first quarter of 2026.

The takeaway

Mattel's acquisition of Mattel163 demonstrates the company's strategic focus on expanding its iconic toy brands into the growing mobile gaming market, allowing it to capture more value from its intellectual property across entertainment verticals.