By Gary Symons
TLL Editor in Chief
Barbie is now officially everywhere, entering the metaverse for the first time on Roblox with the launch of Barbie DreamHouse Tycoon.
IP-owner Mattel says the new interactive game on Roblox was developed in partnership with Gamefam, a leading metaverse game developer and publisher. Gamefam specialized in creating connected experiences with well-known brands, building pop culture franchises in the metaverse.
Mattel has created a dedicated game or experience for Barbie in the metaverse, but it’s not actually the brand’s first appearance on Roblox. Barbie previously collaborated with Forever21 on a program that saw fans buying or creating fashions for themselves and their Barbies on the Roblox platform.
“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,” said Mattel’s global Head of Digital Gaming Mike DeLaet. “As one of the most instantly recognizable 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.”
The new DreamHouse experience is already proving popular, even though it’s not officially released until Oct. 6, as the beta has already recorded 3 million unique visits.
So, what can fans expect?
Essentially, the Barbie DreamHouse Tycoon gives fans the chance to build their own DreamHouse, live out various careers in the metaverse, and unleash their own fashion sense on their Roblox avatar.
The tycoon concept is a popular genre within Roblox, and players of Barbie DreamHouse will certainly live their champagne dreams in Barbie DreamHouse Tycoon, as they 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! In addition, players can add a movie theater, game room, bowling alley, indoor and outdoor kitchen spaces, a rooftop tennis court, and even a helipad.
Fortunately, since it’s in the metaverse, players won’t have to worry about maintenance and heating bills!
The game is also designed as a community experience, as players can visit each other’s DreamHouses and check out their virtual spaces, and also hang out together in the Malibu Town Square.
Barbie “Brooklyn” and Barbie “Malibu” non-playable characters (NPCs) will guide fans on a tour through the world of Barbie DreamHouse Tycoon on Roblox, offering additional context for mini games and the entire experience.
By tapping into Gamefam’s metaverse gaming expertise, Mattel aims to engage some of the 66 million plus daily active users on Roblox, reaching their existing fans and also attracting a new fan base.
“This is the perfect time to bring Barbie’s world to millions of existing and soon-to-be fans on Roblox,” said Ricardo Briceno, Chief Business Officer at Gamefam. “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.”
Tycoon will be available for free on Roblox via most platforms and devices including consoles, PCs, mobile and tablets beginning October 6. The experience will be live operated by Gamefam, and new features and updates will be implemented regularly post-launch around key moments for the Barbie brand and other tentpole occasions.
You can go to Barbie DreamHouse Tycoon on Roblox to check it out for yourself.