EL SEGUNDO, Calif. & SAN FRANCISCO--(BUSINESS WIRE)-- Mattel, Inc. (Nasdaq: MAT), a leading global toy and family entertainment company and owner of one of the most iconic brand portfolios in the world, and Nex, the leading motion technology company, today launched Barbie™ Dance Party, an interactive new dance game available exclusively on the award-winning Nex Playground console.

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Barbie Dance Party (Graphic: Business Wire)

Up to four players can join Barbie “Malibu” Roberts and Barbie “Brooklyn” Roberts to show off their moves in an unforgettable dance experience. Key game features include:

• Hit Songs: Dance along to your favorite pop music from artists such as Dua Lipa and Charli XCX, following the routines of Barbie. Launching with four songs, players dance through each one before unlocking the next. Additional song packs with custom dance routines will be added every two to three months after launch through next year.
• Multiplayer Mode: Dance solo or with up to three additional friends or family members, as you turn any room into your own dance party.
• Suitable For All Ages: Barbie Dance Party is suitable for ages 5 and up.

Mattel joins Nex Playground’s growing list of brand partners – including Hasbro, Sesame Workshop, Miraculous Corp, Paramount, Universal Products & Experiences, and Halfbrick Studios – expanding on the console’s library of family-friendly, interactive games.

“At Mattel, we love to bring our beloved brands to life in new ways and connect with more fans,” said Erika Winterholler, Head of Business Development, Digital Gaming at Mattel. “Our partnership with Nex combines our shared commitment to play, along with their expertise in family-friendly gaming. Barbie Dance Party is just the beginning, and we can’t wait for players to experience the game and celebrate their limitless potential with Barbie.”

“Partnering with a brand as iconic as Mattel marks a major milestone for our small startup, allowing us to create truly unique and engaging experiences that will delight fans of all ages,” said David Lee, co-founder and CEO of Nex. “We love that Barbie transcends generations, reaching audiences of all ages while inspiring confidence, creativity, and self-expression. Our goal with this game is to provide a new outlet that empowers players to have fun, be active, and foster genuine bonding time with their family and friends.”

Families interested in purchasing Nex Playground can find the console on Amazon as well as in Best Buy®, Target® and Walmart® online and select retail stores nationwide. Store availability can be found at https://nexplayground.com/stores. For more information and to view the full library of games, visit https://playground.nex.inc.

About Mattel

Mattel is a leading global toy and family entertainment company and owner of one of the most iconic brand portfolios in the world. We engage consumers and fans through our franchise brands, including Barbie®, Hot Wheels®, Fisher-Price®, American Girl®, Thomas & Friends™, UNO®, Masters of the Universe®, Matchbox®, Monster High®, MEGA® and Polly Pocket®, as well as other popular properties that we own or license in partnership with global entertainment companies. Our offerings include toys, content, consumer products, digital and live experiences. Our products are sold in collaboration with the world’s leading retail and ecommerce companies. Since its founding in 1945, Mattel is proud to be a trusted partner in empowering generations to explore the wonder of childhood and reach their full potential. Visit us at mattel.com.

About Nex

Nex is helping families reconnect with the joy of movement through fun, social, and interactive content that’s accessible to all ages. Its award-winning Nex Playground gaming console launched in December 2023, is designed in California, manufactured by Skyworth, a leader in home entertainment, and is powered by an Amlogic premium AI chip. With Nex Playground, cutting-edge AI and computer vision technologies are used to merge digital and physical worlds, immersing players in the experience using their natural body movement. Games range from original sports and fitness titles, to educational games and titles in collaboration with Hasbro, Sesame Workshop, Fruit Ninja and more. Since its founding, Nex has been recognized as one of Fast Company’s Most Innovative Companies, TIME’s Best Inventions, Parents’ Best Entertainment System for Families, and has received RedDot, IDEA, and Core77 international design awards. Nex Playground is also kidSAFE+ COPPA certified, highlighting the company’s firm stance on privacy and safety for kids and families. To learn more, visit https://www.nex.inc or follow the company on Instagram and Facebook.

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