Mattel is running a huge Barbie DreamHouse campaign for the kidults. The new 2026 DreamHouse might be a toy, but the “Barbie is Moving” platform shows Barbie knows adults are their most stable fandom. Kids might grow out of toys, but the adults have lifelong commitment and spending power, which they more than proved with the Barbie movie’s success. Pinterest data also shows Barbie home inspo has been a popular search, which makes the DreamHouse a tangible way to connect with adults outside toys. That’s why they’ve partnered with so many brands that hit across adult platforms for the new launch. There’s a room restyle tool on Pinterest, a moving checklist on Canva, a Rightmove DreamHouse listing in the U.K., a rent / mortgage contribution promotion with Fotocasa in Spain, and a three-city moving truck experience. There’s also new content on YouTube and Roblox activations in “Barbie DreamHouse Tycoon” for the kids, but we know the kidults love Roblox, too. (The Drum)
👀 Read more from YPulse: Here Are Kidults’ Top 10 Favorite Toy Brands
