Mattel and Gamefam Unveil Barbie DreamHouse Tycoon on Roblox

● The first-ever official Barbie Roblox game launches on October 6, 2023

● Players can enter the world of Barbie and build their very own DreamHouse

● Fans can customize avatars, play career-themed mini games, and explore Malibu

Mattel, Inc. (NASDAQ: MAT) and Gamefam today announced the upcoming launch of Barbie DreamHouse Tycoon on Roblox, the global immersive platform where millions of people connect and communicate daily, on October 6. After recording three million unique visits in beta, the first-ever official Barbie Roblox game is jam-packed with endless imagination and features everything fans could ask for, including the chance to build their very own DreamHouse, live out various careers, and unleash their inner fashion icon.

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Barbie DreamHouse Tycoon will be available on Roblox on October 6. (Graphic: Business Wire)

Leaning into the popular “tycoon” genre on Roblox, players of Barbie DreamHouse Tycoon can build a luxurious DreamHouse with up to four floors and a total of 30 rooms including a yoga studio, office, recording studio, vlogger room, and two walk-in closets! In addition, players can add a movie theater, game room, bowling alley, indoor and outdoor kitchen spaces, a rooftop tennis court, and even a helipad. Adding another layer of excitement to the experience, players can visit each other's DreamHouses and revel in their virtual spaces before hanging out in the Malibu Town Square.

Mike DeLaet, Global Head of Digital Gaming at Mattel, commented: “With so many fantastic iterations of Barbie over the years, this felt like the right time to give Barbie – one of the world’s best-selling toys and a fashion icon for more than six decades – the chance to find her feet on Roblox. As one of the most instantly recognizable brands in the world, we're so excited for Barbie’s Roblox debut and look forward to her connecting with an all-new community of fans.”

Visitors to Barbie DreamHouse Tycoon can fully express their inner Barbie through highly customizable avatars using exclusive fashion items and accessories to create stunning new styles. Barbie DreamHouse Tycoon also comes equipped with diverse customization options including nine different skin tones and various body types, 15 face and makeup configurations, handfuls of hairstyles, and the option to add hearing aids—with more configurations coming soon. Players can freely explore the sandy beaches of Malibu in one of several themed vehicles, and get the chance to try out various careers such as chef, popstar, and fashion designer in thrilling mini games. The town of Malibu itself features a bakery, veterinarian, fashion boutique, science center, town hall, sports fields, and much more to discover.

Barbie “Brooklyn” and Barbie “Malibu” non-playable characters (NPCs) will guide fans on a tour through the world of Barbie DreamHouse Tycoon on Roblox, offering additional context for mini games and the entire experience. With so many dazzling sights to behold, and your very own DreamHouse to build and personalize, Barbie DreamHouse Tycoon is set to become the digital destination for Barbie fans of all ages.

"This is the perfect time to bring Barbie's world to millions of existing and soon-to-be fans on Roblox,” said Ricardo Briceno, Chief Business Officer at Gamefam. “The Barbie brand has never been more relevant, and this tycoon-style game offers another way for players to continue playing with Barbie by building their very own DreamHouse in the metaverse."

By tapping into Gamefam’s metaverse gaming expertise, Mattel aims to engage some of the 66 million plus daily active users on Roblox, reaching existing fans and attracting a new fan base, inspiring them to be anything they want to be. Barbie DreamHouse Tycoon will be available for free on Roblox via most platforms and devices including consoles, PCs, mobile and tablets beginning October 6. The experience will be live operated by Gamefam, and new features and updates will be implemented regularly post-launch around key moments for the Barbie brand and other tentpole occasions.

Please visit Barbie DreamHouse Tycoon on Roblox to play. Assets are available for download here.

ABOUT MATTEL

Mattel is a leading global toy company and owner of one of the strongest catalogs of children’s and family entertainment franchises in the world. We create innovative products and experiences that inspire, entertain, and develop children through play. We engage consumers through our portfolio of iconic brands, including Barbie®, Hot Wheels®, Fisher-Price®, American Girl®, Thomas & Friends®, UNO®, Masters of the Universe®, Monster High® and MEGA®, as well as other popular intellectual properties that we own or license in partnership with global entertainment companies. Our offerings include film and television content, gaming and digital experiences, music, and live events. We operate in 35 locations and our products are available in more than 150 countries in collaboration with the world’s leading retail and ecommerce companies. Since its founding in 1945, Mattel is proud to be a trusted partner in empowering children to explore the wonder of childhood and reach their full potential. Visit us online at mattel.com.

ABOUT GAMEFAM

Gamefam, a leading metaverse game developer and publisher that creates connected experiences with gaming communities and well-known brands, is building the next generation of pop culture franchises born from the metaverse. Our mission is to create dynamic experiences for an amazing community while we grow the next generation of super hit gaming and entertainment franchises from within the metaverse. Gamefam operates the largest network of games on Roblox with over 29 million daily game sessions and 215 million hours of engagement each month across 30+ live games in the company’s portfolio. Gamefam’s top franchises include Sonic Speed Simulator, Twilight Daycare, Tower of Misery, Funky Friday, Ultra Power Tycoon, Starving Artists, Super League Soccer, Hot Wheels Open World, Easy Obby and Weapon Fighting Simulator. The Gamefam experience also extends into metaverse destinations including its operation of the three leading Minecraft servers and development of several top 40 maps on Fortnite. With its headquarters in Los Angeles, the Gamefam team combines the business and production expertise of longtime brand experts and game industry professionals with the metaverse’s top creators. For more information, visit https://gamefam.com.

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