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Mattel ventures into game publishing, set to release self-published titles

Toy giant Mattel, known for its iconic brands and recent forays into digital expansion, is making a bold move into the gaming industry. Not content with merely licensing its popular franchises to big-name publishers, Mattel has announced plans to become a game publisher in its own right, with self-published titles slated for release on app stores later in 2024.

This strategic shift is part of Mattel's broader mission to expand its presence in digital games and cultivate a global network of studio development partners. By directly engaging with fans through self-publishing, Mattel aims to deliver unique gaming experiences while maximizing revenue and profit potential with minimal investment.

Josh Silverman, chief franchise officer at Mattel, expressed excitement about the company's venture into self-publishing, emphasizing the opportunity to connect with fans and deliver unparalleled gaming experiences. Mike DeLaet, global head of digital gaming at Mattel, echoed this sentiment, highlighting the goal of providing innovative experiences featuring beloved franchises and characters.

As Mattel expands its digital games business, it seeks to collaborate with world-class development studios to push creative boundaries and enhance its digital gaming offerings. Details regarding the first development partners and the brands set to receive the Mattel publishing treatment are expected to be announced soon.

Overall, Mattel's foray into self-publishing represents a significant strategic move aimed at leveraging its extensive portfolio of timeless brands and characters to captivate audiences across generations in the rapidly evolving gaming landscape.

Source: adapted from an article by Daniel Griffiths, Editor for

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