Mattel, in collaboration with Outright Games, has announced the upcoming release of Barbie Project Friendship, an adventure game celebrating the 65th anniversary of Barbie.
The game, available from October 25th, will be accessible on Nintendo Switch, PlayStation 4, PlayStation 5, Xbox One, Xbox Series X|S, and PC via Steam and the Microsoft Store.
Barbie Project Friendship follows Barbie Malibu Roberts and Barbie Brooklyn Roberts as they embark on a mission to save the Malibu Waves Community Center. Supported by friends and family, players will guide the characters through various tasks, including giving the center a makeover.
Users can unlock stylish outfits, explore new areas, and participate in fun activities such as making ice cream with Ken, renovating the arcade with Teresa, and customizing scooters with Nikki.
Behind The Barbie Project Friendship
The game benefits from the expertise of Ann Austen, the head writer of several Barbie animated series, including Barbie Dreamhouse Adventures and Barbie A Touch of Magic. These series serve as the backdrop for the game. Featuring the original English voice cast from the TV series, players can enjoy the main adventure solo or team up with a friend in two-player local co-op mode.
Erika Winterholler, head of Business Development, Digital Gaming at Mattel, expressed enthusiasm for the game’s release, highlighting its potential to create cherished memories and embody the spirit of fun, friendship, and creativity that Barbie represents.
Stephanie Malham, managing director of Outright Games, shared her excitement about collaborating with Mattel, emphasizing Barbie’s iconic status and her role as a global role model for children.
Mattel’s Future Plans in Gaming
Mattel aims to expand its gaming ambitions with this release. Following the success of the Barbie movie and the resurgence of Barbie’s popularity, the company is targeting a new generation of gamers.
Barbie Project Friendship is a significant step in Mattel’s broader gaming strategy, marking one of its first collaborations with Outright Games, known for family-friendly titles like Peppa Pig: World Adventures and DC’s Justice League: Cosmic Chaos.
In addition to Barbie Project Friendship, Mattel has announced other games in development with Outright Games. These include Matchbox Driving Adventures, a competitive racing game inspired by Mattel’s toy cars, and Monster High: Skulltimate Secrets, another collaboration-focused title based on the popular doll line.
Further, Mattel is venturing into self-publishing mobile games, with plans to announce its first title later this year. The company is committed to making its games more inclusive, aiming to make 80% of its games accessible for colorblind players by the end of 2024.
Mattel’s gaming strategy includes developing games for all ages, inspired by the Barbie movie’s success among older fans. An upcoming Barbie mobile game, made in collaboration with Zynga’s Rollic studio, targets casual gamers of all ages. Mattel is also exploring partnerships with mass-market games, like its recent collaborations with Stumble Guys and Roblox.
Looking ahead, Mattel plans to continue expanding its gaming division by partnering with various gaming studios, experimenting with new platforms and genres, and developing innovative takes on existing franchises. Winterholler said. “One thing we learned from the Barbie movie is the importance of being bold and taking risks.”
Featured Image courtesy of Outright Games
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