Mattel Inc. entered into a joint venture with NetEase Inc. to form Mattel163, a publishing and development studio. The studio aims to bring to market a wide variety of digital experiences based on Mattel’s global brands.

NetEase is a global internet technology and video game company that is responsible for developing many popular mobile gaming franchises, including Fantasy Westward Journey, The Ghost, Onmyoji, Rules of Survival, and more.

Mattel163’s first title will be based on Mattel’s UNO game, now available on Facebook Messenger and coming soon as a mobile app to iOS and Android devices. The company plans to create more mobile games and education apps inspired by Mattel brands, including Barbie, Hot Wheels, Fisher-Price, Thomas & Friends, and more.

Inspired by NetEase’s heritage as an internet technology pioneer, the name “Mattel163” is a homage to the company’s original URL——, a reference to early days of internet availability in China when users dialed the digits “163” to gain online access.