Barbie® and Rightmove partner to help Barbie find a new DreamHouse

• New research from Rightmove and Barbie® reveals that young women are exploring new routes to obtain their own dream home with 75% of Gen Z and Millennial women seeing homeownership as an important life goal and 42% seeing it as a form of greater independence 

• ‘Platonic Co-Buying’ emerges as a serious consideration, with nearly half (48%) of those surveyed actively open to buying with friends to gain earlier independence, saying they think it would boost their overall happiness (56%) and sense of community (62%) 

• Since opening the doors to her first DreamHouse™ in 1962, Barbie has championed independent living – now she’s partnering with Rightmove to find her next DreamHouse 

Mattel Inc. announced today that Barbie® has teamed up with the UK’s largest property platform Rightmove to find her new DreamHouse™. The brands also commissioned new research, revealing how 75% of Gen Z and Millennial women see homeownership as an important life goal and form of greater independence (42%). 

Long before women could independently obtain a mortgage, Barbie was already imagining a different future, opening the doors to her first DreamHouse in 1962. At a time when toys for girls centred around domesticity, the Barbie DreamHouse challenged convention with a modern home designed for an ambitious young woman living life on her own terms. More than six decades later, that pioneering vision feels more relevant than ever. 

While buying a home independently remains the ambition for many, the findings suggest some women are becoming more open to alternative routes onto the property ladder, such as ‘Platonic Co-Buying’. Nearly half (48%) of young women would consider buying with a friend, while 44% believe this is becoming a more common route onto the property ladder.  

Over half (56%) also say that co-owning with a friend would boost their overall happiness, as well as offer better financial stability (58%) and lead to a better sense of community (62%). 

To celebrate the partnership, Barbie’s new DreamHouse will appear on the UK’s largest property platform as a property listing for the very first time this summer, giving fans a unique opportunity to explore Barbie’s latest home. Reflecting how ideas of the modern dream home continue to evolve, Barbie’s latest DreamHouse is designed for today’s lifestyle, with spaces that celebrate creativity, entertaining and flexible living that brings people together. 

When it comes to successfully buying and living with friends, practicality tops the wish list, with equally sized bedrooms (52%) and separate bathrooms for each co-buyer (52%) emerging as the most important features to help support long-term shared living.  

Beyond functionality, women are also prioritising homes designed for connection and entertaining, with a large garden (44%) and open-plan living space (31%) ranking among the most sought-after features, reflecting a growing desire for sociable, hosting-ready homes. 

Dual-zone remote working nooks (33%) are also highly prioritised to allow friends living together to work from home comfortably, alongside the social essentials of outdoor spaces like terraces or balconies (27%) and open-plan hosting areas (26%) for shared meals and entertaining. 

Kelly Philp, Sr Director Dolls Marketing at Mattel EMEA commented: “For over 65 years, Barbie has inspired generations of girls to imagine limitless possibilities for their future, and the DreamHouse has always been part of that story. Since the very first DreamHouse, Barbie has represented independence, creativity and the freedom to define success on your own terms. As today’s research shows young women continue to shape what homeownership looks like, and we’re proud to celebrate that journey alongside Rightmove.” 

Colleen Babcock, Rightmove’s property expert said: “For many young women, homeownership remains a hugely important milestone, but the route to getting there isn’t always straightforward. There are affordability challenges for many potential movers, perhaps helping to explain why almost half of those surveyed would consider buying with a friend as a way to achieve homeownership earlier.  

“Through our partnership with Barbie and her iconic new Dreamhouse, we’re celebrating the many different ways women are defining success, independence and their dream home today. Whether that’s a first home bought solo, with a partner or with a friend, what matters most is having a place that reflects your lifestyle and future ambitions.” 

Fans can also experience the collaboration in person at the Barbie DreamHouse Estate Agent Pop-Up in London’s Covent Garden from 24–26 July. Open to the public, the experience invites visitors to explore the brand-new 2026 Barbie DreamHouse and celebrate more than 60 years of DreamHouse history and Barbie’s brand new DreamHouse.  

For those thinking of moving for the first time, Rightmove’s first-time buyer guide can help them navigate the first step: https://www.rightmove.co.uk/mortgages/guides/first-time-buyers/. 

ENDS  

NOTES TO EDITORS 

Data Source & Methodology Note: 

The research was conducted by Censuswide, among a sample of 2000 Nationally Representative UK Gen Z and Millennial women (aged 18-45). The data was collected between 03.07.2026 – 08.07.2026. Censuswide is a member of the Market Research Society (MRS) and the British Polling Council (BPC), and a signatory of the Global Data Quality Pledge. We adhere to the MRS Code of Conduct and ESOMAR principles. 

The Ultimate Top 10 ‘DreamHouse’ Features: 

1. Large garden (44%)
2. Walk-in wardrobe (39%)
3. Swimming pool (34%)
4. Open-plan kitchen/living space (31%)
5. Spa or hot tub (25%)
6. Home gym (24%)
7. Library / reading room (20%)
8. Home cinema (19%)
9. Games room (16.5%)
10. Joy room (A dedicated space for relaxation, hobbies, or self-care) (16%)

 

Barbie DreamHouse Estate Agent Pop-Up 

 

To celebrate the launch of the all-new 2026 Barbie DreamHouse, Barbie will open a one-of-a-kind Barbie DreamHouse Estate Agent Pop-Up in the heart of Covent Garden, London. 

 

Open to the public from 24–26 July 2026 on Monmouth Street, Covent Garden, the experience invites visitors to step into the world of Barbie and discover the brand-new DreamHouse through a playful, estate agent-inspired experience. 

 

Visitors can: 

• Explore the all-new 2026 Barbie DreamHouse. 

• Discover Barbie-inspired property listings and “Barbie Through the Decades” window displays celebrating more than 60 years of DreamHouse history. 

• Take part in an interactive DreamHouse consultation at the Barbie Estate Agent desk. 

• Capture the moment at a dedicated Barbie photo opportunity. 

• Enjoy themed refreshments and complimentary giveaways (while stocks last). 

To ensure the experience reflects real-life house hunting, Rightmove has worked with real estate agents from Women in Estate Agency and the local area to help shape the experiential activation, with their insights feeding into the brief for the “acting estate agents” who will guide visitors through Barbie’s Dreamhouse search. 

Opening times: 

• Friday 24 July: 2:00pm–6:00pm 

• Saturday 25 July: 10:00am–6:00pm 

• Sunday 26 July: 10:00am–6:00pm 

Admission is free and the experience is open to the public on a first-come, first-served basis. 

 

About Mattel 
Mattel is a leading global play and family entertainment company and owner of one of the most iconic brand portfolios in the world. We engage consumers and fans through our franchise brands, including Barbie®, Hot Wheels®, Fisher-Price®, American Girl®, Thomas & Friends™, UNO®, Masters of the Universe®, Matchbox®, Monster High®, Polly Pocket®, as well as other popular properties that we own or license in partnership with global entertainment companies. Our offerings include toys, content, consumer products, digital and live experiences. Our products are sold in collaboration with the world’s leading retail and ecommerce companies. Since its founding in 1945, Mattel is proud to be a trusted partner in empowering generations to explore the wonder of childhood and reach their full potential. Visit us at mattel.com    

 

About Rightmove 

• Rightmove has the UK’s largest selection of properties for sale and to rent, adds more listings than anyone else, and over 80% of all time spent on property portals is on Rightmove 

• Rightmove’s vision is to give everyone the belief that they can make their move by giving people the best place to turn and return to for access to tools and expertise to make it happen 

• Users can search Rightmove for residential resale, new homes, rentals, built for rent, commercial property and overseas properties. Rightmove also provide an extensive range of tools and information assisting their home moving journey, including but not limited to: local sold prices, online property valuation, agent visit requests, moving guides, mortgage in principle certification, renovation calculator, extension explorer, home services for renters like utilities, media and insurance, school information, moving guides and sustainability information 

• Partners (Rightmove’s customers) include the following key groups: estate agents, letting agents, new homes developers, rental operators, commercial property operators, overseas property agents, financial services operators and home services providers for insurance, utilities and media 

• Using the UK’s largest housing datasets, we issue a number of regular reports to track housing market indicators: our monthly House Price Index (established 2002), quarterly Rental Trends Tracker (established 2015), weekly Mortgage Rates Tracker (established 2023) and quarterly Commercial Insights Tracker (established 2024). Historical data is available on request 

• Founded in 2000, Rightmove listed on the London Stock Exchange in 2006 and is a member of the FTSE 250 index