WONDR, Mattel Announce Barbie: The Dream Experience opening in Amsterdam

WONDR Experience Amsterdam and Mattel announced that this September, Amsterdam will be the home to the Barbie: The Dream Experience, a journey celebrating over 65 years of the globally popular doll. The experience invites visitors to immerse themselves in visually stunning, interactive environments designed around the most iconic Barbie dolls of each decade. The experience will include interactive zones and recognizable, life-sized replicas of memorable playsets from 1959 to the present day. 

Visitors will step into 12 dynamic zones each offering glimpses into key eras, from a walk on the moon and a retro-futuristic rocket, designed as tribute to the first Astronaut Barbie doll in the 60's, to a flower-power Californian beach for the '70s Barbie “Malibu” doll and a retro "big-hair" salon inspired by 1990s Totally Hair Barbie, the top selling Barbie doll in history. 

Highlights of the experience include replicas of iconic Barbie vehicles such as her car, boat, Dream Camper and snowmobile, all uniquely brought to life for this event. The journey concludes with a real-life-sized Barbie DreamHouse that visitors can explore, followed by an exclusive merchandise store and a Barbie-inspired café. 

The immersive Barbie: The Dream Experience is the result of a close collaboration between Mattel and creative entrepreneur Sarah Mendes, who is also the driving force behind WONDR.  

"We've partnered with Mattel to create a truly magical journey through the legendary world of Barbie, allowing guests to step back into the beloved and iconic moments that have defined the brand for over sixty-five years,” says Mendes. “We hope to inspire visitors of all ages and backgrounds with the enduring nostalgia and consistently forward-thinking nature of Barbie." 

“For over six decades, Barbie has been an iconic symbol of empowerment, imagination, and limitless potential,” says Julie Freeland, vice president, global location based entertainment, Mattel. “We are thrilled to bring her legacy to life at Barbie: The Dream Experience. With WONDR, we’ve created a vibrant life-sized journey highlighting the evolution of Barbie through decades of play and purpose, aiming to spark inspiration in everyone visiting this all-new experience.”