Mattel, one of the world’s leading toy companies with strong children’s and family entertainment brands, today announced a partnership with Istanbul-based Rollic, a subsidiary of Zynga, the publishing company owned by Take-Two Interactive, a global leader in interactive entertainment, and one of the world’s largest mobile game publishers with a broad portfolio of games, to publish a new mainstream Barbie mobile game.
The game is slated to launch later this year.
This agreement is part of Mattel’s strategic initiatives to strengthen its position in this space by expanding its portfolio of licensed digital games. This endeavor aims to provide captivating and engaging entertainment experiences based on Mattel’s beloved intellectual properties that will resonate with fans across generations.
Mike DeLaet, global head of Mattel‘s digital games division, said the following,
“Partnering with Rollic and Zynga enables us to bring a fresh and exciting mass market Barbie mobile game to fans worldwide. 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.”
Rollic is adding a new one to its licensed game portfolio with this new project after Türkiye’s first license-based mobile game, Power Slap Mobile, was published in August.
Burak Vardal, co-founder and CEO of Rollic, stated the following in his statement,
“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. 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.”
Rollic, which recently surpassed 2.7 billion lifetime downloads worldwide, developed and published popular mobile games in more than 175 countries, with 22 titles reaching #1 or #2 in the US Apple App Store, has redefined the Hyper-casual genre by adding updates and events for the game to encourage long-term player engagement. Rollic’s rapid data process allows its teams to tap into of-the-moment cultural trends quickly and to build updates that capture player reactions. This combination of creative and data-driven capabilities makes Rollic the ideal partner to bring a new Barbie gaming experience to life while accelerating Mattel’s strategic initiative to expand its iconic brands across all entertainment mediums.
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