NewEase is on board to establish Mattel163, a publishing and development studio.

NORTH AMERICA–Mattel has partnered with Chinese Internet technology and video game company NewEase to create Mattel163, a new publishing and development studio.

NetEase will leverage its expertise in digital content and gaming to market digital experiences based on Mattel brands.

The name "Mattel163" is an homage to the Internet company’s history in early computer tech.

"Mobile gaming is growing at a phenomenal pace, and is estimated to generate nearly $58 billion in global revenue by 2018," says Sid Mathur, executive vice president and chief strategy and development officer, Mattel. "By combining NetEase leadership in game development and publishing with Mattel's expansive portfolio of global consumer brands, Mattel163 is poised to build captivating and creative mobile experiences."

Mattel163's first product is based on the Uno  card game and is now available on Facebook messenger, with plans for release on iOS and Android devices to come. Other Mattel brands set to get the Mattel163 treatment include Barbie, Hot Wheels, Fisher-Price and “Thomas & Friends.”