Multinational toy manufacturing and entertainment company Mattel and game developer Rollic have joined forces to develop a mobile game based on the beloved Barbie franchise, set to launch later this 2024. At present, specific details regarding the project, including its name, theme, or genre, remain undisclosed.
Mattel wants to broaden its digital market ventures with its brands
Known for fun, casual games such as Twisted Tangle, Power Slap, Mayor Match, Turn Around, and Salon Story, Rollic is a mobile game development studio that operates as a subsidiary of Zynga Inc., a prominent player in the mobile gaming industry. Zynga, in turn, is wholly owned by Take-Two Interactive Inc., a leading video game publisher.
On the other hand, Mattel has been one of the industry leaders for over six decades now and has found worldwide praise with its Barbie and Hot Wheels brands. While both franchises have churned out a healthy number of games, this collab is an advancement in Mattel’s objective to broaden its digital gaming ventures, offering compelling entertainment experiences for diverse audiences across all age groups, according to Mike DeLaet, who serves as the global head of digital gaming at Mattel.
Burak Vardal, CEO of Rollic, stated, “Barbie is beloved by generations of players around the world, and we are delighted to partner with Mattel to bring the latest iteration of this icon to mobile gaming. Our teams’ ability to translate cultural moments into lasting gameplay allows us to provide players with another place to engage with their favorite IP, and we are excited to step into the world of Barbie with this brand-new title.”
The success of the Barbie movie likely served as a driving force behind the mobile game
From what is clear, I see both companies benefitting from the blockbuster Barbie movie released in 2023. I have been a fan too, and worldwide, it also became the highest-grossing film of 2023 and the 14th highest-grossing film of all time. Notably, at just 17 days, Barbie tied the studio record for the fastest time to reach $1 billion globally.
While the specifics of this new “mass market” game are yet to be revealed, I believe leveraging Barbie’s household name for marketing should make it easily marketable. Overall, this collaboration is an exciting prospect, and it will be intriguing to see what it has in store for us.
Are you excited as Mattel and Rollic collaborate for a Barbie franchise mobile title? Let us know in the comments below!
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