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Mattel Publishing is set to release its first young adult novel featuring Barbie, partnering with bestselling author Alex Aster on an original fantasy adventure that takes the iconic doll character into uncharted magical territory.
“Barbie: Dreamscape,” scheduled for release on July 28, represents Mattel Publishing’s initial venture into the young adult fiction market since the imprint’s establishment three years ago. According to the company, the novel operates independently from last year’s blockbuster “Barbie” film, with no current plans for a screen adaptation.
The story follows Barbie at the enchanted Swancrest Academy, where she is declared “Fateless” during her graduation ceremony. To discover her destiny, she must embark on a perilous journey through magical lands in search of mysterious beings who control the destinies of everyone in Heartland. The publisher describes it as a coming-of-age tale where Barbie must “step out of the box… and into the unknown” to forge her own path and uncover hidden truths that could transform her world.
This release marks a significant expansion for Mattel Publishing, which focuses on developing literary content based on the company’s extensive portfolio of children’s and family entertainment franchises, including not only Barbie but also Hot Wheels and Polly Pocket.
The announcement comes during an active period for Mattel Inc., which earlier this week introduced an autistic Barbie doll as part of its Fashionistas line, reinforcing the company’s commitment to diversity and representation within its product offerings.
For Aster, whose “Lightlark” series and adult novel “Summer in the City” have earned her bestseller status and a substantial social media following, the project represents a personal connection to the Barbie brand. “I spent countless hours making up stories starring each of my dolls, and I still remember the excitement of opening a new box, adding another character to my tales, marveling at each accessory,” she said in a statement.
The partnership underscores Mattel’s ongoing strategy to expand the Barbie brand beyond traditional toys into various entertainment and publishing formats. This approach has proven successful for the company, particularly following the tremendous box office performance of Greta Gerwig’s “Barbie” film, which grossed over $1.4 billion worldwide in 2023.
The young adult fiction market represents a valuable opportunity for Mattel to engage with older consumers who may have childhood connections to the brand while simultaneously introducing Barbie to new generations through contemporary storytelling formats. Industry analysts note that YA fiction continues to be a resilient publishing category with strong crossover appeal to adult readers.
With “Barbie: Dreamscape,” Mattel appears to be developing a narrative that balances the familiar aspects of the Barbie brand with fantasy elements that align with current trends in young adult literature. The fantasy setting allows for creative storytelling while maintaining the empowerment themes long associated with the Barbie character.
The novel’s premise, featuring Barbie on a quest to determine her own fate rather than accept a predetermined destiny, resonates with the brand’s modern messaging about self-determination and breaking boundaries.
As Mattel continues to evolve its approach to the 65-year-old doll brand, this literary venture represents another avenue through which the company is reimagining Barbie for contemporary audiences while leveraging the nostalgia and recognition of one of the world’s most iconic toys.
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10 Comments
Interesting to see Mattel expanding Barbie’s reach into YA fiction. I wonder how they’ll balance the core Barbie brand with a more mature, fantastical storyline. It could be a fun, creative take on the character.
Agreed, it’s a bold move for Mattel to venture into YA. Curious to see how they navigate treading that line between the classic Barbie aesthetic and a more complex, introspective narrative.
Venturing into YA fiction is a smart play by Mattel to evolve the Barbie brand. Pairing with a bestselling author like Alex Aster suggests they’re serious about crafting a compelling, thoughtful narrative that can resonate with an older audience.
You make a good point. Mattel seems intent on expanding Barbie’s reach beyond the core toy line. A YA novel could be a way to introduce the character to new demographics and prove her enduring appeal.
A Barbie YA novel – that’s certainly an unexpected development. I’m curious to see how the author balances the whimsical, aspirational Barbie aesthetic with a more mature, fantastical narrative. Could be an intriguing new direction for the brand.
Agreed, it’s a bold move by Mattel. The fantasy adventure premise is an interesting creative choice – it will be fascinating to see how they pull it off.
Mattel tapping into the YA market with Barbie is a savvy move. The fantasy adventure angle could breathe new life into the brand and introduce it to a whole new generation of readers. Curious to see the execution.
You’re right, this is a strategic play by Mattel to expand Barbie’s reach. The YA novel format allows for deeper storytelling that could resonate with an older audience.
A Barbie young adult novel – that’s certainly a new direction for the brand. I’m interested to see how this plays out and whether it can resonate with a more mature audience while still staying true to the Barbie essence.
It will be intriguing to see how the author blends the magical fantasy elements with Barbie’s iconic style and personality. Mattel is really branching out here.