The famous toy company Mattel is diving headfirst into the video game industry. Known for brands like Barbie and Hot Wheels, the American firm dates back to 1945 and has made a rather unexpected announcement this week.

Mattel Game Studios will develop, publish, and operate games based on the group’s portfolio of brands. The gaming subsidiary will employ approximately 300 people in Los Angeles and Hangzhou. However, don’t expect this division to produce AAA titles.

Instead, Mattel Game Studios aims to oversee the existing catalog of mobile games and release new ones on smartphones and tablets. Original experiences designed for community-driven platforms like Roblox and Fortnite will also be there.