New Barbie mobile game made by Mattel and Zynga
In recent times, we have witnessed how traditional brands seek to renew themselves and adapt to new times. A clear example of this is the recent collaboration between Mattel and Rollic, a subsidiary of Zynga, to create a game of Barbie for mobile devices. This move is particularly interesting, not only for what it represents for both companies but also for what it implies for the digital entertainment industry.
The announcement that Mattel has partnered with Rollic to develop a mobile game of Barbie tells us about Mattel’s desire to expand its presence in the digital games business. Rollic, known for its success in the casual mobile gaming space, seems like the ideal partner for this company, given its history of developing titles that capture global attention.
We cannot ignore the context in which this game arises. The film of Barbie, released in July 2023, was a box office phenomenon, grossing more than 1.44 billion euros worldwide. This success has undoubtedly played a crucial role in the decision to create a game based on the Barbie universe, seeking to not only capitalize on the film’s popularity but also offer a gaming experience that resonates with fans.
The game is designed to attract not only young people but also a more adult audience, trying to capture that feeling of nostalgia that many associate with Barbie. The game’s “fusion” mechanic, where resources are combined to advance, promises to offer an interactive and immersive experience. Furthermore, the intention is to incorporate a complex story that reflects themes of empowerment, resonating with the message of the film.
To me, this release is a clear indicator that Mattel is committed to evolving and adapting to new entertainment media. In a world where digital is increasingly important, it is essential that brands with a legacy like Barbie continue to innovate and find ways to connect with today’s audiences. I thought the Barbie movie would be a failure, I was wrong, now the mobile game is coming, and something tells me it will be a tremendous success.
Worthy of mention is Mattel’s effort to stay relevant in an era dominated by digital, seeking to offer new forms of entertainment that resonate with audiences of all ages. I will be keeping an eye on the release of this game and am certainly curious to see how the iconic Barbie brand adapts and thrives in the world of mobile gaming.
They already partnered with Snapchat and Xbox, and even had a social network in 2007. Barbie is not dead, she was just out on a spree.