RIGHTMOVE AND BARBIE® PARTNER TO HELP HER FIND A NEW DREAMHOUSE

Barbie® and Rightmove have partnered to bring one of the world’s most iconic homes to the UK’s largest property platform through a multi-channel campaign.

For more than 65 years, Barbie’s DreamHouse™ has been one of the brand’s most recognisable symbols. Long before women could independently obtain a mortgage, Barbie opened the doors to her first DreamHouse in 1962, creating a home that celebrated ambition, creativity and living life on her own terms.   

Today, that legacy continues as Barbie turns to Rightmove to help find her next DreamHouse, bringing the iconic home to the UK’s largest property platform for the very first time through a dedicated property listing HERE that invites fans to explore Barbie’s latest Californian abode.

The campaign spans beyond this with an integrated programme across PR, social, digital content and experiential. From Barbie’s pink moving van and convertible touring London ahead of launch, to her DreamHouse appearing as a property listing on Rightmove and a Barbie DreamHouse Estate Agent Pop-Up in Covent Garden, the collaboration creates multiple touchpoints that blend storytelling, culture and real-world brand experiences.

Alongside the partnership, Barbie and Rightmove commissioned new research exploring the ambitions and aspirations of younger women today. The findings reveal that home ownership remains a major life goal, with three quarters (75%) of Gen Z and Millennial women saying owning a home is important to them and 42% seeing it as a form of greater independence.

While buying a home independently remains the ambition for many, the findings suggest some women are becoming more open to alternative routes onto the property ladder, such as ‘Platonic Co-Buying’. Nearly half (48%) of young women would consider buying with a friend, while 47% view it as a viable path to home ownership. Additionally, 44% believe buying with a friend is becoming a more common way to get onto the property ladder. 

The campaign reflects Barbie’s long-standing association with ambition, independence and self expression. More than six decades later, Barbie’s move to a new DreamHouse with the help of Rightmove creates a fresh way to connect with audiences while celebrating the role that home continues to play in people’s aspirations and future ambitions.

Kelly Philp, Sr Director Dolls Marketing at Mattel EMEA commented: “For over 65 years, Barbie has inspired generations of girls to imagine limitless possibilities for their future, and the DreamHouse has always been part of that story. Since the very first DreamHouse, Barbie has represented independence, creativity and the freedom to define success on your own terms. As today’s research shows young women continue to shape what home ownership looks like, and we’re proud to celebrate that journey alongside Rightmove.” 

Commenting on the partnership Lucy Outram, Head of Brand and Consumer Marketing at Rightmove said: “Barbie’s DreamHouse is one of the most iconic homes in popular culture, so partnering with Barbie presented a unique opportunity to connect two brands that are both rooted in empowerment. By bringing together Barbie’s long-standing association with independence and self-expression with Rightmove’s role in helping people find their next home, we’ve created a campaign that feels both culturally relevant and true to both brands.” 

Source: Rightmove, Mattel

  Creativity, Digital Content, experiential, PR, Social