Mattel, the renowned toy company, has announced a collaboration with Zynga’s Rollic casual game studio to create a new Barbie mobile game. This exciting partnership is a significant step for Mattel in expanding its digital games business and providing engaging entertainment experiences for audiences of all ages.
The decision to develop a Barbie game comes after the massive success of the Barbie film, which grossed over $1.44 billion worldwide. However, Mattel wanted to ensure that the game was not just a quick branding effort but an authentic and enjoyable experience for players.
To achieve this, Mattel chose to work with Rollic, a subsidiary of Take-Two Interactive and Zynga. Rollic has a proven track record in the gaming industry, with over 2.7 billion lifetime downloads worldwide and numerous hit mobile titles. Their expertise in hyper-casual games and data-driven approach made them an ideal collaborator for Mattel.
The upcoming Barbie mobile game, set to be published by Rollic, will benefit from the subsidiary’s ability to integrate live services and in-game events seamlessly. This approach aims to ensure long-lasting player engagement, aligning with Mattel’s strategic initiative to extend its iconic intellectual properties into various entertainment mediums.
Mike DeLaet, global head of digital gaming at Mattel, expressed his excitement about the collaboration, stating that it enables them to bring a fresh and exciting Barbie mobile game to fans worldwide. This partnership highlights Mattel’s dedication to leveraging their iconic brands in innovative ways and delivering immersive entertainment experiences for fans of all ages.
Burak Vardal, CEO of Rollic, also expressed his enthusiasm for the collaboration, acknowledging Barbie’s popularity among players across generations. He believes that the new mobile game will provide players with another place to engage with their favorite IP.
The collaboration between Mattel and Rollic could mark a pivotal moment in the expansion of Mattel’s licensed digital games portfolio. As a leader in the toy industry, Mattel aims to continue innovating and evolving while keeping their beloved brands at the forefront of entertainment.
The new Barbie mobile game, expected to release this fall, will be targeted at adults and teens. It will incorporate a “merge” mechanic, where players combine multiple resources to progress in the game. The game will have a complex story that touches on themes from the Barbie film, including empowering women and challenging the sensitive egos of men.
Mattel’s decision to enter the gaming industry reflects its belief in the future of gaming and its commitment to providing enjoyable experiences for players. With this collaboration, Barbie fans can look forward to a new and exciting mobile game that captures the essence of the iconic brand.
In conclusion, Mattel’s collaboration with Zynga’s Rollic to create a new Barbie mobile game is an exciting development for fans of the iconic brand. With Rollic’s expertise and Mattel’s dedication to delivering immersive entertainment experiences, players can expect a high-quality and authentic gaming experience on their mobile devices. This partnership represents Mattel’s ongoing expansion into the digital games market and its commitment to staying at the forefront of entertainment across generations.