Mattel's Liassides Sets Out Self-Publishing and Licensing Strategy

Marcus Liassides, senior vice president and global head of Mattel Digital Studios, has laid out how Mattel Game Studios will build its slate, according to gamesindustry.biz. The division, which sits under Mattel Digital Studios, is a global development organisation focused on games based on Mattel's own IP.

It comprises nearly 300 artists, designers, engineers, live operations specialists and producers based in Los Angeles and Hangzhou. The strategy combines self-publishing with continued licensing partnerships. Mattel is self-publishing titles such as Uno Wild and plans an upcoming Hot Wheels experience, while its licensed games include Hot Wheels Infinite Rush and Masters of the Universe: Dragon Pearl of Destruction.

The company is also open to pitches from developers of all sizes, from AAA studios to independent teams. Skeletor: Until Next Time was made in collaboration with outsourcer Amber.

Background

In August 2026, Mattel announced it was forming Mattel Game Studios. In February 2026, the company said it had acquired 100% of Mattel163, a joint venture established by Mattel and NetEase in 2018. Hot Wheels has an established licensing history in games: Hot Wheels Unleashed was released in 2021, developed by Milestone, and Hot Wheels cars have appeared in Forza Horizon 5 as licensed content.