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.”