As fans of the beloved brand congregated for what was described as a three-day "ultimate Barbie" event in Fort Lauderdale, Fla., the Barbie Land they stepped into was wildly different from what was promised.

The convention put on by Barbie maker Mattel and event company Mischief Management, advertised unforgettable experiences on social media, including an "interactive dreamhouse" where they could "explore a larger-than-life version of Barbie's iconic home," an 80s disco roller rink "under neon lights" and the "ultimate Barbie fashion show." 

Attendees, who paid for tickets ranging from a $69 day pass to the $449 "Dream Pass," allowing access across the March 27 to 29 event, were instead greeted by a nearly-empty Broward County Convention Center. 

Rather than stepping into Barbie's Malibu residence, a cardboard cutout of the home stood in front of a patch of fake grass and a pink Volkswagen bus. As one TikToker, who attended the convention, said in her March 28 video, "Interactive? I don't think so."

The roller rink was a space surrounded by steel barriers, covered with Barbie Dream Fest banners and featured a small disco ball hanging from uncovered tent poles overhead. 

"They advertised the roller skating thing pretty hard, but it's literally like a little square," the attendee explained, "Definitely just for little kids, not for adults at all."

Some stars who were expected to attend did take the stage for panels, however, including Angel Reese, Serena Williams, Love on the Spectrum's Madison Marilla, and the cast of Barbie Life in the Dreamhouse.

#barbiedreamfest #barbie #mattel #barbiedreamfestnightmare #fortlauderdale

When fans began documenting their experience at the convention, online users began comparing the Barbie Dream Fest to previous disappointing events such as 2014's Dashcon, the Frye Festival in 2017, the Willy Wonka-inspired experience in February 2024 and the Bridgerton-themed ball in September 2024. 

"From the creators of the Willy Wonka Experience brings you," one user on X wrote, "Barbie Dreamfest!" 

E! News has reached out to Mattel and event creator Mischief Management for comment and has not yet heard back.

A spokesperson for Mattel, which licensed the Barbie brand for the event, told NBC News in a statement, "We are working with Mischief Management, who are managing attendee feedback and issuing full refunds to everyone who purchased tickets. We want every fan experience to be an excellent one."

Meanwhile, Mischief Management told the outlet in a statement that it would provide refunds to all attendees.

"Bringing fans together—alongside Barbie role models, designers, partners, and global icons who embody the true spirit of Barbie—was at the heart of this event," the statement said. “Barbie Dream Fest was created as an intimate fan convention designed to foster meaningful connection, inspiration, and closer access to Barbie and her world.