Mattel Expands Barbie Universe with New Game

Mattel is expanding its gaming ambitions with the new title "Barbie Project Friendship," an adventure game for various platforms, releasing on October 25. This game is part of Mattel's broader initiative to introduce Barbie to a new generation of gamers while also appealing to older fans. Developed in collaboration with Outright Games, the adventure includes local co-op modes and features characters from the Barbie Dreamhouse Adventures series. Mattel plans to further its gaming roster with upcoming titles like "Matchbox Driving Adventures" and "Monster High: Skulltimate Secrets." Moreover, Mattel aims to self-publish mobile games with a focus on accessibility, pledging to make 80-90% of its games accessible for colorblind players by 2025. Their broader goals include collaborations with studios of different sizes and partnerships with popular mass-market games like Stumble Guys and Roblox.

"Barbie Project Friendship" will be available on Nintendo Switch, PlayStation 4, PlayStation 5, Xbox One, Xbox Series X|S, and PC.

The success of the Barbie movie has rejuvenated interest in the iconic doll, encouraging Mattel to capitalize on this newfound popularity by expanding Barbie's presence in the gaming world. Collaborations with gaming studios and inclusion in mass-market games signify Mattel's bold steps toward diversifying its digital footprint. With a strategy that emphasizes inclusivity and accessibility, Mattel is making Barbie more appealing to a wider audience than ever before.