Barbie has stepped into the metaverse, marking its entry after an extensive marketing campaign and the tremendous success of its recent movie, generating a whopping US $ 1 billion in revenue. Collaborating with gaming developer Gamefam, toy giant Mattel has ventured to transplant the iconic Barbie Dreamhouse into the Roblox metaverse, presenting the ‘Barbie DreamHouse Tycoon’ experience. Within this virtual realm, users can immerse themselves in the Barbie universe, personalising their avatars and choosing from an extensive array of Barbie-themed fashion apparel accessible both within the metaverse and in the real world.
Anticipated within this fashion collection are classic dresses and looks from the movie, and additional offerings from Forever 21 and Mattel’s exclusive Barbie-themed collection, initially launched in May 2023. Additionally, it’s also expected to feature the NFT product collection introduced by Mattel in partnership with Boss Beauties in October 2022, commemorating Barbie’s diverse career spectrum from the movie, spanning 250 roles.
Ricardo Briceno, Chief Business Officer at Gamefam, emphasised the timeliness of bringing Barbie’s universe to the Roblox community, stating, “This is the perfect time to bring Barbie’s world to millions of existing and soon-to-be fans on Roblox.” He noted that the Barbie brand’s current resonance makes the tycoon-style game, particularly meaningful.
While the game centers on creating dreamhouses, it prominently features an extensive array of purchasable outfit collections and fashionable items. ‘Barbie DreamHouse Tycoon’ is available for free on Roblox across a variety of platforms and devices, including consoles, PCs, mobile, and tablets starting from October 6.
