Mattel has announced a partnership with Zynga's Rollic to develop a new Barbie mobile game, marking a significant move in the company's strategy to delve into the gaming sector. The game, eagerly anticipated and confirmed not to be called Barbenheimer, is set to release this year. This collaboration aligns with Mattel's efforts to rejuvenate the Barbie brand, leveraging the expertise of Rollic, a subsidiary of Zynga known for its mobile gaming prowess. The announcement has sparked discussions among fans and critics alike, with some expressing concerns over how the game's development aligns with the themes of the recent Barbie movie.
New Barbie Game Coming This Year https://t.co/bu6QvCWfYt https://t.co/InNJUPBR7Z
Zynga/Rollic making the Barbie movie game feels like that goes against everything the movie was about.
Mattel is leaning into games with the Barbie revival. Mattel partners with Zynga’s Rollic to make Barbie mobile game https://t.co/sF3CJ7pN4x via @GamesBeat
Mattel to partner with Rollic for new Barbie mobile game https://t.co/f0l7Z5rTov
Yes, there is finally a new Barbie game coming, and, no, it's not called Barbenheimer. https://t.co/M7JjtfbrDB