Mattel, the toy giant behind Barbie and Hot Wheels, announced Thursday that it is teaming up with OpenAI to create generative AI-powered toys and games, marking the latest industry to embrace the rapidly evolving technology.
The collaboration aims to integrate OpenAI’s AI capabilities with Mattel’s iconic brands—including American Girl and Fisher-Price—to develop new interactive play experiences. The companies said their first AI-enhanced product could debut as early as this year, with a focus on innovation, privacy, and child safety.
“By using OpenAI’s technology, Mattel will bring the magic of AI to age-appropriate play experiences,” the company said in a statement, emphasizing that any AI features would be implemented securely.
Beyond consumer products, Mattel plans to leverage OpenAI’s business tools, such as ChatGPT Enterprise, to streamline internal operations and accelerate product development. The move signals how generative AI, once seen as a tool for automating routine tasks, is now reshaping industries from entertainment to retail.
“We’re pleased to work with Mattel as it introduces thoughtful AI-powered experiences into its iconic brands,” said Brad Lightcap, OpenAI’s chief operating officer.
The partnership comes as Mattel expands beyond traditional toys, capitalizing on its intellectual property through films, TV shows, and digital games. Its 2023 Barbie movie was a box-office hit, spurring plans for more toy-based films.
However, economic challenges persist. Last month, Mattel withdrew its 2025 financial guidance, citing tariff-related uncertainties, and warned of potential price hikes on some products.
With this OpenAI alliance, Mattel bets that AI can reinvigorate its business—and playtime—for a new generation.
AI News Monitor 
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