Rightmove has partnered with Barbie to launch a new brand collaboration exploring how younger generations are approaching homeownership and what the modern “dream home” looks like.
The partnership combines research, experiential marketing and brand storytelling, with Barbie’s latest DreamHouse appearing as a property listing on Rightmove for the first time.
The collaboration follows new research from Rightmove and Barbie, which found that 75% of Gen Z and Millennial women view owning a home as an important life goal, with 42% associating homeownership with greater independence.
The research also highlighted changing attitudes towards getting onto the property ladder, with nearly half (48%) of respondents saying they would consider “platonic co-buying” – purchasing a home with friends – as an alternative route to ownership.
More than half (56%) said buying with a friend could improve happiness, while 62% said it could create a stronger sense of community.
The partnership builds on Barbie’s long-running association with independent living, with the first Barbie DreamHouse launching in 1962.
The latest DreamHouse reflects changing lifestyles, featuring spaces designed around creativity, entertaining and flexible living.
Alongside the digital activation, Rightmove and Barbie launched a Barbie DreamHouse Estate Agent Pop-Up in London’s Covent Garden, allowing visitors to experience the new DreamHouse and celebrate the brand’s history.
Colleen Babcock, Rightmove’s property expert, said the partnership highlights how younger buyers are exploring different routes to achieving homeownership as affordability challenges continue to shape the market.