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Mattel has partnered with Zynga’s Rollic casual game studio to develop a new Barbie mobile game.
Finally, after much anticipation, a new Barbie game is in the works, and it’s not called Barbenheimer.
Based in El Segundo, California, Mattel has joined forces with Take-Two’s Zynga/Rollic to release the game digitally later this year. This collaboration marks a significant step for Mattel in expanding its digital games business, offering engaging entertainment experiences for audiences of all ages, as shared by Mike DeLaet, global head of digital gaming at Mattel, in an interview with GamesBeat.
The Barbie movie, which premiered in July 2023, grossed over $1.44 billion worldwide at the box office, making it the highest-grossing film of the year. This success led to the decision to create a game based on the franchise. However, Mattel aimed to develop an authentic Barbie game rather than simply tacking on a brand to an existing game.
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Barbie also made a cameo in Activision Blizzard’s Candy Crush Saga mobile game during the movie launch last year.
This strategic partnership leverages Rollic’s expertise, as the subsidiary has surpassed 2.7 billion lifetime downloads globally. Known for producing hit mobile titles in over 175 countries, with 22 titles reaching the No. 1 and No. 2 positions in the U.S. Apple App Store, Rollic has established itself in the gaming industry. The company’s focus on hyper-casual games, data-driven strategies, and ability to tap into cultural trends make it an ideal partner for Mattel.
The upcoming Barbie mobile game, published by Rollic, is poised to benefit from the subsidiary’s ability to integrate live services and in-game events seamlessly. This approach aims to ensure sustained player engagement, aligning with Mattel’s efforts to extend its iconic intellectual properties into various entertainment mediums.
DeLaet expressed, “Partnering with Rollic and Zynga allows us to bring a fresh and exciting Barbie mobile game to fans worldwide. This collaboration showcases Mattel’s commitment to leveraging our iconic brands in innovative ways and enhances our digital games division’s capability to deliver immersive entertainment experiences for fans of all ages.”
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