Israeli startup, Mattel bringing Barbie from 'life in plastic' to digital Barbie world

Israeli-founded StartApp joins forces with toy-making giant to develop mobile content.

September 20, 2016 15:27
Barbie doll

A Barbie doll is seen inside the FAO Schwartz toy store in New York. (photo credit: REUTERS)


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Toy manufacturing giant Mattel has teamed up with an Israeli startup to help bring the former's iconic Barbie doll to an every-day digital "Barbie world."

While "life in plastic" may be fantastic, Israeli mobile ad-boosting platform StartApp has recently released two new messaging apps with emojis based on Mattel brands, including Barbie and Hot Wheels, Israel innovation website No Camels reported Tuesday.

The apps made as part of StartApp's digital experience partnership with Mattel were launched coinciding with Apple's recent iOS 10 release, and are available for download to iPhones and iPads.

As part of the multi-year agreement, the Israeli startup will hold Mattel's premier license to develope digital content including, emojis, stickers, wallpapers, gifs, avatars, memes and other mobile app themes, according to the report.

“Through this partnership, we will draw upon our extensive experience in the mobile industry to expand on Mattel’s efforts to bring their brands to a new and exponentially more connected generation," No Camels quoted SartApp co-founder and CEO Gil Dudkiewicz as saying in a statement.

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