Caixin
Jan 31, 2018 06:58 PM
BUSINESS & TECH

Mattel Boosts China Play with NetEase Joint Venture

Shoppers at a toy store in Fairfax, Virginia, examine Mattel Inc. toys on Oct. 23. The first product of a newly announced joint venture between Mattel and NetEase Inc. will be based on the Mattel game Uno, which is being developed as a mobile app. Photo: VCG
Shoppers at a toy store in Fairfax, Virginia, examine Mattel Inc. toys on Oct. 23. The first product of a newly announced joint venture between Mattel and NetEase Inc. will be based on the Mattel game Uno, which is being developed as a mobile app. Photo: VCG

Global toy-maker Mattel Inc. announced a new digital-products joint venture with Chinese gaming giant NetEase Inc., as the U.S. firm tries to recast itself as a high-tech leader and major player in China.

The new joint venture, Mattel163, will be a “world-class publishing and development studio,” creating a wide variety of digital products based on the U.S. partner’s well-known brands such as Barbie dolls and Hot Wheels cars, the company said in an announcement on Tuesday.

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