Barbie Extra Mazes
Players explored the Barbie Extra doll line's visual world through a collectible-filled promotional maze.
MattelToys & games · Brand promotion2022
Toys & games · Brand promotion
Mattel
Barbie Extra Mazes
Brand promotion maze game
The objective
The campaign needed to translate the Barbie Extra identity into an accessible maze game that supported the doll line's promotion.
The experience
Players navigate levels, collect themed items, and follow directional prompts to reach each goal.
Neon floors, Barbie-inspired icons, glitter effects, and animated feedback connect the maze, on-screen interface, and rewards.
The results
The project delivered a flexible promotional format that carried the Barbie Extra visual language across the full player journey.