Mattel is deepening its global footprint in the location-based entertainment market through a new collaboration with Wondr Experience Amsterdam.
The result is Barbie: The Dream Experience, an immersive, multi-zone walkthrough dedicated to celebrating over 65 years of the Barbie brand. The experience is set to open in mid-September and signals a strategic shift for both companies as they tap into nostalgia-driven immersive attractions in one of Europe’s leading cultural hubs.
This new venture reflects a rising trend in the experiential economy, where global IPs are increasingly activated through ticketed, themed environments that merge storytelling with interactivity. For Mattel, the initiative underscores the continued evolution of Barbie from a toy line into a cultural franchise capable of anchoring physical destinations.
The attraction features twelve interactive zones, each representing a defining decade in Barbie’s evolution. The layout includes life-sized replicas of iconic playsets and vehicles, including Barbie’s snowmobile, Dream Camper, boat and car. At its centrepiece is a fully walkable Barbie DreamHouse installation, accompanied by a themed café and a branded retail space.
These highly visual, shareable environments are designed for immersive engagement, integrated merchandising and ancillary revenue generation. The retail component and café are expected to drive extended dwell time and increased per capita spend, while creating further brand immersion across consumer touchpoints.
The development is helmed by Sarah Mendes, Founder of Wondr Experience, who has previously launched successful multi-sensory experiences in Amsterdam. The partnership leverages Mattel’s IP catalogue with Wondr’s creative and operational expertise in location-based experiences.
For Amsterdam, the arrival of this attraction introduces a high-profile anchor within the experiential leisure sector, enhancing the city’s appeal to both tourists and locals seeking curated, photo-friendly attractions that blend nostalgia with contemporary design.
