Mattel, Inc. (NASDAQ: MAT), a leading global toy and family entertainment company, and Playmobil, the iconic German-based toy brand, today announced the next chapter in their global licensing partnership: Barbie is joining the Playmobil universe.The announcement marks the next milestone in the collaboration between the two companies, following the reveal of a Monster High® product line earlier this year, which launches October 2025. With Barbie, the partnership expands, uniting two of the most iconic brands in the toy industry.
For over six decades, Barbie has embodied the power of storytelling through imaginative doll play. Set for global release in summer 2026, the Barbie x Playmobil line reinterprets the Barbie brand’s beloved system of play through Playmobil’s signature modular style and detailed playsets. The setting takes inspiration from the popular Barbie Dreamhouse Adventures series and centers around the easygoing beach lifestyle of Malibu. The collection encourages kids to create their own adventures – by building, combining and playing out everyday moments.
“Barbie is a cultural icon that continues to evolve and inspire,” says Playmobil CEO Bahri Kurter. “Bringing the Barbie brand into the Playmobil world builds on values we both share and marks the next step in our partnership with Mattel. Together, we’re creating new opportunities for storytelling and charter-based play that lets children bring their ideas and imagination to life.”
“Our partnership with Playmobil offers an exciting opportunity to expand the potential of our brands to different audiences. Their distinctive design make them an ideal partner in delivering meaningful brand experiences that complement our core lines,” says Ruth Henriquez, Head of Licensing, Publishing, and LBE, Mattel EMEA.
The first visual released from the collection shows a Barbie on roller skates, walking a dog. It offers a glimpse into the spirit of the collection, focused on everyday fun moments, lightness and the freedom to create your own story.
Further details and products will be revealed closer to launch.
