US toy giant Mattel announced the acquisition of the 50% stake in the joint venture Mattel163 held by NetEase for a consideration of $159 million.

This transaction brings Mattel163's overall valuation to $318 million, marking Mattel's full takeover of controlling interest in this joint venture focused on digital game development. Through this acquisition, Mattel will strengthen its strategic control over its digital gaming business segment. Mattel163 has successfully developed globally popular mobile games such as UNO!, with its product line highly synergistic with Mattel's classic IPs. Upon completion of the transaction, NetEase will completely exit the joint venture's operations, while Mattel is expected to leverage full ownership to accelerate innovation and expansion in the digital entertainment sector. This equity acquisition not only demonstrates Mattel's long-term confidence in the digital gaming track, but also reflects the strategic determination of traditional toy manufacturers to transform toward immersive entertainment experiences. By integrating online game development capabilities with offline physical toy advantages, Mattel is building a cross-platform entertainment ecosystem to address the era's trend of consumer preferences shifting toward digitalization.