New Simworx attraction:

Barbie Ultimate Road Trip, opens in Abu Dhabi

In partnership with IP2Entertainment, Simworx, the dynamic media attraction specialist, is excited to announce our newest project for the world famous brand, Mattel. The attraction named: Barbie, Ultimate Road Trip has now opened at The Galleria Al Maryah Island in Abu Dhabi. 

This attraction is part of the Barbie section of Mission: Play! By Mattel, an interactive physical and digital place to play that features Mattel’s iconic brands. Other brands featured in this FEC are Hot Wheels® and Mega Construx®, making this a fun destination for all kids to enjoy.

After the success of the 2023 Barbie movie, the brand’s popularity has skyrocketed around the world and with the help of Simworx, Mattel have now brought the brand to life in another way.

Barbie, Ultimate Road Trip at Mission: Play! by Mattel

Guest’s climb aboard one of six, two-seater scooters to race through the pink, sunny streets of Barbie’s world. The scooters feature a 2DOF motion base, an acceleration pedal, steering and buttons that allow riders to interact with the on-screen race. This interactivity combined with the themed environments allow for the guest to feel immersed in the adventure alongside Barbie herself.

This attraction is designed with kids in mind, It’s an exciting immersive experience while still being easy enough for our young guest to control and interact with.

Take a peek behind the curtains and have a look at Barbie’s scooters while they were still being assembled in our UK workshop, back in late 2022.

Barbie, Ultimate Road Trip being assembled in 2022

The attraction is located at The Galleria Al Maryah, owned by the Al Hokair Group. It’s a leading lifestyle destination with over 400 shops and 100 dining locations. They now continue to expand their entertainment offerings with Mission: Play! By Mattel. The Mattel FEC has plans to open more locations in other regions in the coming years. 

Simworx CEO, Terry Monkton said “It’s been a real honor to work with IP2 Developments, and as industry leaders for the design and manufacturing of media-based attractions, we’re really excited to bring the Barbie brand into a new interactive format.”

At Simworx, we pride ourself on how we combine technology and IP in world class attractions, we hope Barbie’s Ultimate Road Trip will get the next generation of kids excited about media based attractions.

Guest enjoying Barbie’s Ultimate Road Trip at Mission: Play by Mattel

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