Mattel and metaverse game developer, Gamefam, have announced the upcoming launch of ‘Barbie DreamHouse Tycoon’ on Roblox on 6 October. After recording 3m unique visits in beta, the first-ever official Barbie Roblox game offers Barbie fans the chance to build their own DreamHouse, live out various careers, and unleash their inner fashion icon.

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. Players can also visit each others DreamHouses and revel in their virtual spaces before hanging out in the Malibu Town Square.

Visitors to Barbie DreamHouse Tycoon can express their inner Barbie through highly customizable avatars, using exclusive fashion items and accessories to create 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, different hairstyles, and the option to add hearing aids, with more configurations coming soon. Players can 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 mini games. The town of Malibu itself features a bakery, vets, 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 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,” said Mike DeLaet, Global Head of Digital Gaming at Mattel. “As one of the most instantly-recognizable brands in the world, were so excited for Barbie’s Roblox debut and look forward to her connecting with an all-new community of fans.” 

By tapping into Gamefam’s metaverse gaming expertise, Mattel aims to engage some of the 66m daily active users on Roblox, reaching existing fans and attracting a new fan base. Barbie DreamHouse Tycoon will be available for free on Roblox via most platforms and devices, including consoles, PCs, mobile and tablets beginning 6 October. 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.