Dollmania has officially arrived in the super popular social VR game.
The Barbie movie is hitting theaters, and Warner Bros. is making sure everyone on the planet knows that fact with a massive $150 million marketing campaign that includes an actual Barbie dream home in Malibu, and an augmented reality-poweredBarbie the size of a skyscraper.
However, that's not all. Earlier today, we learned that the popular virtual reality social platformRec RoomPartnering with toymaker Mattel, it launched Barbie and Ken-themed costumes for players' avatars. These include the now iconic cowboy hat, waistcoat and belt, as seen in the official film.
familiarRec RoomAnyone can tell you that gamers are serious about their virtual attire. It's a smart marketing move by the developers and Mattel to include Barbie-themed costumes in the game.
“We are very excited to be working with Mattel to bring the iconic Barbie brand to the Rec Room,” said Mannat Sra, head of partnerships at Rec Room, in an official statement. "Barbie events will provide our community with a fun experience to showcase their creativity and bring Barbie's dazzling energy to our community."
Mike DeLaet, Global Head of Digital Gaming at Mattel, added: “We are delighted to be partnering again with Rec Room, a platform that shares our passion for fostering creativity and social engagement. Together we can provide players with the opportunity to engage with the Barbie brand and inspire their imaginations. a unique opportunity for strength.”
Rec RoomBarbie themed outfits are now available for purchase in-game. For more information, please visitrecroom.com.
Rec Room's partnership with Mattel is just one of a series of major collaborations with major organisations. So far, the company has partnered with companies including the NFL andNBAsports organizations, popular internet influencersMr Beastand classic TV showscosmic god of warand other partnerships.
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