Gabby’s Dollhouse Official on Roblox
How DreamWorks Connected With 100M Players Worldwide
We partnered with DreamWorks Animation to build a long-term Roblox strategy, which blended gameplay, content creation, and a global movie activation to transform Gabby’s Dollhouse from a show into a cross-platform entertainment ecosystem.
Result: 100M+ players reached and over 1 billion minutes played.
The Challenge
DreamWorks didn’t just want a typical game - they challenged us to:
- Bring Gabby’s Dollhouse to life in Roblox;
- Use Roblox as a content production studio;
- Build momentum toward the release of Gabby’s Dollhouse: The Movie;
- Reach young fans where they are — playing, watching, and engaging.
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Our Approach
We developed a multi-phase Roblox strategy
Solution
We worked closely with DreamWorks to create a vibrant, interactive world that stayed true to the show's creative vision. Together, we opened up new possibilities for content creation on the Gabby’s Dollhouse YouTube channel. The resulting experience is a versatile RP (roleplaying) and tycoon hybrid that serves two key purposes:
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Phase 1
Launch the Game + Build a Content Studio
We created a vibrant, social role playing / tycoon hybrid game where players can create their own dollhouses. This enabled us to:
- Bring Gabby’s Dollhouse to life in a natural way on Roblox.
- Enable video content production from within the game.
- Build community towards a later film release.
- Reach young fans where they already spent their time.
DreamWorks could now film YouTube content directly inside the Roblox environment.
Top Youtube videos created in Roblox:
- Gabby Says
- Hide & Seek
- Talent Show
Phase 2
Movie Campaign + Integrations
For the theatrical release of Gabby’s Dollhouse: The Movie, we launched a cross game campaign in three experiences:
- Gabby’s Dollhouse Official;
- Metro Life City RP;
- The Floor Is Lava!
Players watched the movie trailer in-game, completed themed quests, and claimed exclusive UGC items.
Results
*1 Year Post Launch Results
Phase 1 — Game Launch
7M+
1.3M+
300M+
30M
Phase 2 — Movie Campaign
71M+
24M+
15M+
9.3M+
100%
7.5M+
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Combined Impact (Game + Campaign)
100M+
1B+
9M+
100%
500M+
2.5B+
28M+
Over 3 billion total impressions!
Roblox became a playground, a content studio, and a marketing channel — all at once.
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Bryce Sherman, Senior Director of Digital Marketing, Universal Pictures
“Partnering with The Gang allowed us to elevate Gabby’s Dollhouse on Roblox into a truly immersive, movie-themed experience. From a giant virtual theater screening the trailer to a playful scavenger hunt helping Gabby prepare for her big premiere, fans engaged in ways that made it clear this was a theatrical event.
By extending these activations into high-reach Roblox experiences and offering exclusive UGC, we amplified awareness beyond our core audience and built excitement for Gabby’s big-screen debut in a way that was authentic and impactful.”
"By creating a hit game, using that game to create Youtube content, and partnering with other successful Roblox experiences, DreamWorks Animation has set a new standard for film campaigns on Roblox.
Their forward-thinking strategy showed yet again that Roblox is not just a platform for gamers, but a highly effective tool for brands to engage users, grow a community, and build towards a significant cultural moment."
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Evan Opperman,
Senior Client Director
at The Gang
Why It Worked
This wasn’t a one-off activation.
It was an entertainment ecosystem flowing seamlessly across:
- Roblox-native gameplay
- A growing Gabby’s Roblox community
- 2 top non-branded Roblox games
- Youtube Community
- Global Theatrical Release
DreamWorks didn’t advertise to young audiences — they met them where they already are.
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