By Allison Watkinson
TLL Reporter
Mattel has entered a licensing partnership with Rollic to introduce a new, mass-market mobile game based on its Barbie brand.
Founded in 2018, Rollic is a game development and publishing label that focuses on free-to-play games for iOS and Android.
Rollic became a wholly-owned label of Take Two Interactive’s Zynga subsidiary in 2020 through a definitive acquisition agreement. The Rollic label currently develops and publishes mobile games in more than 175 countries around the world.
“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,” said Rollic CEO, Burak Vardal. “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.”
Scheduled to launch later this year, the upcoming Barbie mobile game is part of Mattel’s ongoing initiative to expand its portfolio of licensed digital games.
Utilizing a combination of creative and data-driven design, Rollic will develop a new Barbie-themed gaming experience that focuses on engaging user experiences. The mobile game will build upon the recent momentum that Mattel’s Barbie franchise generated from the recent live-action blockbuster film that hit theaters in 2023.
“Partnering with Rollic and Zynga enables us to bring a fresh and exciting mass market Barbie mobile game to fans worldwide,” said Mattel head, Mike DeLaet. “This collaboration underscores Mattel’s dedication to leveraging our iconic brands in innovative ways and propels our digital games division’s ability to deliver best-in-class immersive entertainment experiences for fans of all ages.”
Mattel is a global company that creates toys, entertainment media, games, events and licensed products inspired by its extensive portfolio of wholly-owned and partner brands.
The parent company of both Zynga and Rollic, Take-Two Interactive Software is a global developer, publisher, and marketer of interactive entertainment across multiple gaming platforms.
The company develops, operates and publishes products primarily through its Rockstar Games, 2K, Private Division, and Zynga subsidiary companies.