October 4, 2023

Gamefam Brings Barbie To Metaverse in Cooperation with Mattel

Barbie Dreamhouse

Barbie Dreamhouse

Metaverse developer Gamefam announced its partnership with Mattel to introduce Barbie to Roblox.

The game they are creating is called Barbie Dreamhouse Tycoon, which allows players to construct and explore their own Dreamhouse. The game has already gained 3 million visits during beta testing, and it is set to launch on October 6th. Players take control of Barbie as she searches through the Dreamhouse for resources to help build it up over time.

The final Dreamhouse has four stories, a basement, and countless amenities. Players can customize their Barbie with unique hairstyles, outfits, and accessories, including hearing aids. Players can interact with non-playable characters such as Malibu Barbie, ride around in Barbie-themed vehicles, and reenact Barbie’s various careers by playing mini-games.

GamesBeat spoke with Jay Sobel, Gamefam’s lead game producer, about Dreamhouse Tycoon and its launch on Roblox. Sobel said that the Barbie IP translates well to the metaverse, “In real life, we’re limited by the size that a Dreamhouse can be, but we’ve been able to go above and beyond that… I’m hoping that Barbie can help shape the future of Roblox roleplay.”

Sobel added that Roblox helps bring players together beyond the limitations of real-life dolls. “We’ve created a ton of ways for players to have fun with each other. You can invite other players to your house, you can hang out, you can drive each others’ vehicles. We wanted to take it from the solo experience it’d be in real life with your own Dreamhouse and bring it to the metaverse where you can hang out with tons of other unique Barbies.”

Meanwhile, Mike DeLaet, Mattel’s global head of digital gaming, expressed that due to the numerous amazing versions of Barbie throughout the years, it was appropriate to introduce her to Roblox, adding Barbie has been a top-selling toy and a symbol of fashion for over six decades, so this seems like the perfect opportunity for her to make her mark on the Roblox platform.

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