OpenAI and Mattel Partner to Bring Generative AI to Toymaking

Mattel, the iconic toymaker behind Barbie, and OpenAI, a leader in artificial intelligence, have announced a strategic partnership to integrate generative AI into Mattel’s toy development and entertainment projects. This collaboration aims to enhance fan engagement through innovative, AI-powered products and experiences.

This marks OpenAI’s first venture into the toy industry, expanding its reach beyond licensing deals with news publishers and enterprise clients. The partnership aligns with OpenAI’s broader strategy of embedding AI across various sectors and could establish a significant presence within Mattel’s expanding entertainment division.

Mattel has been actively extending its brand into the entertainment industry, highlighted by the success of the “Barbie” movie in 2023. The company is also developing films based on other popular toys, including Hot Wheels, Polly Pocket, Barney, UNO, and Masters of the Universe, alongside creating animated and live-action TV content. Furthermore, Mattel plans to release its first self-published digital game in 2026, according to their first-quarter earnings report.

The first AI-powered product from this collaboration is expected to be revealed later this year. Both companies emphasize a commitment to safety, privacy, and security in their jointly developed products and experiences. According to a statement from Mattel, this partnership will ensure responsible and thoughtful use of AI.

Josh Silverman, Mattel’s chief franchise officer, mentioned to Bloomberg that the collaboration would span “across the spectrum of physical products and some experiences.” He clarified that Mattel is not licensing its intellectual property to OpenAI and retains full control over the creation of new products.

In addition to product development, Mattel employees will gain access to OpenAI’s tools, including ChatGPT Enterprise, to enhance creative processes and product innovation.

Silverman stated, “Each of our products and experiences is designed to inspire fans, entertain audiences, and enrich lives through play. AI has the power to expand on that mission and broaden the reach of our brands in new and exciting ways. Our work with OpenAI will enable us to leverage new technologies to solidify our leadership in innovation and reimagine new forms of play.”

This collaboration signifies a significant step for both Mattel and OpenAI, promising to infuse classic brands with next-generation AI technology, whether through AI-enhanced toys or streamlined creative workflows.