Barbie: Embracing the Mobile Market for Multimedia Domination
Barbie may not have the same level of recognition as other major franchises, but it’s undoubtedly a cornerstone of popular culture. Since its inception in 1959, Barbie has captured the hearts of people worldwide through its dolls, animated movies, merchandise, and video games. Now, with the release of the Margot Robbie/Ryan Gosling movie, Barbie’s multimedia dominance has been rekindled. And in this new era, mobile gaming plays a crucial role.
Expanding Barbie’s Mobile Presence
Barbie’s presence in the mobile gaming market is substantial, with collaborations and crossovers that extend beyond her own portfolio of games. Mattel has partnered with companies like Animoca Brands and NetEase to bring Barbie and their existing physical games like Uno to mobile platforms. Mobile titles such as Barbie Dreamhouse Adventures and Barbie Colour Creations have garnered significant popularity and catered to young girls. However, Mattel’s latest approach involves branching out from the traditional Barbie themes and targeting a wider audience.
Barbie’s Transformation: Appeal to All Ages and Genders
Mattel’s foray into mobile gaming with Barbie signifies a shift in their strategy. Rather than focusing solely on fashion and dreamhouse themes, they are venturing into the realm of competitive multiplayer games like Rec Room and Stumble Guys. This strategic move reflects Mattel’s recognition of the value in embracing a diverse audience across various age and gender groups.
The Power of Mobile and Barbie’s New Direction
Barbie’s expansion into the mobile gaming market not only represents Mattel’s evolving approach but also highlights the potential of mobile platforms themselves. Mobile gaming allows brands like Barbie to reach a vast audience and break through traditional barriers. In 2020, the hybrid-casual genre alone recorded over five billion downloads. By leveraging the momentum from the release of their blockbuster movie, Mattel has successfully tapped into an active audience actively seeking new mobile gaming experiences.
The Future of Barbie and Beyond
While it remains uncertain whether Barbie’s success will continue with sequels and further multimedia endeavors, Mattel’s decision to establish partnerships in the mobile gaming industry sets a precedent for other brands. The strategy of expanding their reach through mobile platforms is one that many upcoming movies, soft drink brands, clothing lines, record albums, and more will likely emulate.