Mattel and Gamefam bring Barbie and her dreamhouse to Roblox

Mattel and metaverse game developer Gamefam are bringing a Barbie-themed game to the global immersive platform Roblox on 6 October.

By tapping into Gamefam’s metaverse gaming expertise, Mattel aims to engage over 66 million daily active users on Roblox, reaching existing fans and attracting a new fan base, inspiring them to be anything they want to be. 

Also known as "Barbie DreamHouse Tycoon", the experience is available for free on Roblox via most platforms and devices beginning 6 October. Players can fully express their inner Barbie through highly customisable avatars using exclusive fashion items and accessories to create new styles. The experience also comes equipped with diverse customisation options including nine different skin tones and various body types, 15 face and makeup configurations, as well as an array of hairstyles.

Leaning into the popular “tycoon” genre on Roblox, players can build a luxurious DreamHouse with up to four floors and a total of 30 rooms including a yoga studio, office, recording studio, vlogger room, and two walk-in closets. They can also add a movie theatre, game room, bowling alley, indoor and outdoor kitchen spaces, a rooftop tennis court, and even a helipad. Players can visit each other's DreamHouses and revel in their virtual spaces before hanging out in the Malibu Town Square.

Players can also explore the sandy beaches of Malibu in one of several themed vehicles, and get the chance to try out various careers such as chef, popstar, and fashion designer in thrilling mini games. The town of Malibu itself features a bakery, veterinarian, fashion boutique, science centre, town hall and sports fields.

Furthermore, Barbie “Brooklyn” and Barbie “Malibu” non-playable characters (NPCs) will guide players on a tour through the world of Barbie DreamHouse Tycoon on Roblox, offering additional context for mini games and the entire experience. 

“With so many fantastic iterations of Barbie over the years, this felt like the right time to give Barbie – one of the world’s best-selling toys and a fashion icon for more than six decades – the chance to find her feet on Roblox. As one of the most instantly recognisable brands in the world, we're so excited for Barbie’s Roblox debut and look forward to her connecting with an all-new community of fans,” said Mike DeLaet, global head of digital gaming at Mattel.

"This is the perfect time to bring Barbie's world to millions of existing and soon-to-be fans on Roblox. The Barbie brand has never been more relevant, and this tycoon-style game offers another way for players to continue playing with Barbie by building their very own DreamHouse in the metaverse," said Ricardo Briceno, chief business officer at Gamefam.

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This marks one of the multiple crossovers the gaming industry has made with Mattel's iconic franchise. Most recently, gaming console company Xbox has brought Barbie’s fashion-forward style to its gaming setup with interchangeable SCUF Instinct Custom Controller faceplates ​designed after Barbie and Ken’s distinct on-screen outfits.

Fans have a chance to win these faceplates as well as a playful custom console design built to resemble the glamorous Barbie Dreamhouse starting 10 July 2023 on @Xbox and Microsoft rewards.

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