Mattel has established Mattel Game Studios, a new division focused on creating original interactive experiences based on its brands, moving away from traditional gaming methods. This initiative follows the company's acquisition of Mattel163, which was previously a joint venture with NetEase that published mobile digital card games. While continuing to develop mobile games, Mattel is also exploring platforms like Roblox and Fortnite, reflecting the changing gaming landscape where Roblox players logged over 10 billion hours monthly in 2025. Mattel's strategy is more focused and less reliant on traditional gaming investments, aiming to engage younger audiences. The success of this approach could encourage other companies to explore non-traditional gaming platforms.