New Barbie Game Coming This Year

Mattel has announced a partnership with Rollic, a subsidiary of Zynga, for the purpose of producing a new Barbie mobile game slated to launch sometime in 2024.

The game's title and precise launch date have not been announced, but Mattel says its ongoing efforts to expand its portfolio of licensed video games is "part of a strategic initiative to bolster its digital games business."

"Partnering with Rollic and Zynga enables us to bring a fresh and exciting mass market Barbie mobile game to fans worldwide," said Mattel global head of digital gaming 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."

So far, Mattel hasn't released any details on the actual contents of the game, so it's unclear what exactly Barbie will be getting up to in the upcoming mobile release. Mattel's most recent Barbie-based mobile offering, Barbie Dreamhouse Adventures, was developed by Budge Studios and is currently sitting at a 4.4-star rating on the App Store. The game is available on both mobile devices and Nintendo Switch, so it's possible that Mattel's upcoming Zynga-made Barbie title will also be available on Switch.

"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," Rollic CEO Burak Vardal said of the project. "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."

Interest in Barbie IP has skyrocketed since the 2023 release of Greta Gerwig's Barbie film, which starred Margo Robbie as the fantastic, plastic doll.