Mattel and LA-based game developer Gamefam Studios have partnered to launch the first-ever Barbie game on Roblox.

Launching this Friday, Barbie DreamHouse Tycoon allows players to have their own customizable avatar, build their own DreamHouse and visit locations such as other users’ homes, a fashion store and a science center, set in a virtual Malibu.

Bringing Barbie to Roblox is a natural step for the toyco, which is looking to build on how hot the brand is right now following the success of its live-action movie in July, says Mattel’s global head of digital gaming Mike DeLaet. “We are always looking for ways to expand the Barbie franchise and provide new experiences for fans of all ages, so we feel that Roblox and its massive global audience is the next best place to continue expanding the Barbie footprint.” 

The game’s focus on having a house, and the ability to customize it, taps into the type of games that are already popular with Roblox’s more than 66 million daily active users (such as Fruit Juice Tycoon: Refreshed, which has 26 million visits), while staying true to the Barbie brand, says DeLaet.

Gamefam has previously brought Mattel brands Hot Wheels and Masters of the Universe into Roblox with games. Hot Wheels Open World, which launched in 2020, has 57 million visits, while He-Man and the Masters of the Universe: You Have the Power! debuted on the platform in 2022 and has three million visits.