Barbie is making its debut into the metaverse, following a massive marketing campaign and a successful movie release that raked in over $1 billion in revenue.
Toy company Mattel and gaming developer Gamefam have teamed up to bring the iconic Barbie Dreamhouse into the Roblox metaverse platform.
The experience, known as “Barbie DreamHouse Tycoon,” has already made its beta debut, amassing three million unique visits since its launch in April.
The virtual space enables users to step into the Barbie world and customize their avatars, selecting from a wide range of customization options — including different skin tones, body types, facial configurations, makeup styles, and hairstyles.
Barbie DreamHouse Tycoon also enables players to build their own DreamHouse. This digital house can span multiple floors and encompass many rooms — from yoga studios to offices.
In addition, users can explore different places — such as the beaches of Malibu — and engage in a variety of mini-games.
The Barbie DreamHouse Tycoon experience is set to officially launch on the Roblox metaverse platform tomorrow, October 6, 2023.
This isn’t Barbie’s first foray into the world of Web3. In May, Forever 21 and Mattel joined forces to introduce an exclusive Barbie-themed fashion collection available in the metaverse and the real world.
In October 2022, Barbie made waves by partnering with NFT project Boss Beauties to unveil an NFT collection commemorating all 250 of Barbie’s careers. This NFT initiative continued to thrive in May 2023, with Barbie and Boss Beauties reuniting to introduce yet another Barbie-themed NFT collection.