Toy giant Mattel has announced a new partnership with Rollic, an Istanbul-based game developer and publisher, to create a new mass-market Barbie mobile game set for release later this year.
Rollic, a subsidiary of Zynga which is owned by Take-Two Interactive, is collaborating with Mattel, the largest toy company with a plethora of beloved brands from your childhood. With the massive success of last year’s Barbie movie grossing nearly $1.5 billion, the upcoming Barbie mobile game backed by such high-profile names is a significant development.
Mattel’s venture into digital spin-offs away from their traditional physical toys is aimed at providing engaging entertainment experiences based on their popular intellectual properties that will resonate with fans of all ages.
Although there are existing Barbie-themed mobile games like Barbie Dreamhouse Adventures and Barbie Magical Fashion, the upcoming Barbie mobile game represents a fresh start for the brand following its big-screen success.
“Best-in-class immersive entertainment”
Mike DeLaet, global head of digital gaming at Mattel, expressed excitement about the collaboration with Rollic and Zynga to deliver a new Barbie mobile game to fans worldwide. This partnership reflects Mattel’s commitment to leveraging its iconic brands in innovative ways to offer immersive entertainment experiences for fans of all ages.
While the specific genre or target audience of the game is yet to be revealed, Rollic’s expertise in hypercasual games such as Car Lot Management and Coffee Stack suggests that casual gameplay might be a focus for the Barbie mobile game.
The collaboration with Rollic, Zynga, and Take-Two showcases the brand’s intent to make a mark in the gaming industry. Rollic’s impressive track record of over 2.7 billion lifetime downloads in 175 countries further solidifies Mattel’s decision to partner with them.
An icon meets mobile
Burak Vardal, CEO of Rollic, expressed delight in partnering with Mattel to bring the beloved Barbie franchise to mobile gaming. The ability of Rollic’s team to transform cultural phenomena into enduring gameplay experiences will provide players with a new way to engage with the iconic Barbie brand.
