Mattel Teams Up with OpenAI to Create AI-Enhanced Toys
Mattel, the iconic toy manufacturer behind Barbie, has joined forces with OpenAI to create a new line of generative AI-powered toys and games, as revealed in a statement on Thursday.
This partnership is described by Mattel as a "strategic collaboration" aimed at enhancing products and experiences tied to its beloved brands. The companies anticipate unveiling their first collaborative product later this year, positioning Mattel at the forefront of the AI revolution.
Combining Mattel's renowned brands—such as Barbie, Hot Wheels, and American Girl—with OpenAI's advanced generative AI technology, the collaboration seeks to redefine play experiences. "By using OpenAI's technology, Mattel will bring the magic of AI to age-appropriate play experiences with an emphasis on innovation, privacy, and safety," the company stated, assuring that any AI integration will prioritize user security.
On the operational side, Mattel plans to utilize OpenAI's business tools, including ChatGPT Enterprise, to enhance its product development processes. This move reflects a broader trend where industries are increasingly adopting AI technologies to streamline operations and foster creativity.
The partnership underscores a significant shift in how companies view AI's role across various sectors. Mattel highlights that OpenAI's tools can not only improve business efficiency but also elevate product innovation. Initially seen as a means to automate routine tasks, generative AI is evolving into a powerful tool capable of driving creative solutions.
Brad Lightcap, OpenAI's Chief Operating Officer, expressed enthusiasm about the collaboration, stating, "We are pleased to work with Mattel as it moves to introduce thoughtful AI-powered experiences and products into its iconic brands." He emphasized that this partnership would provide Mattel employees with the advantages of ChatGPT.
As toy sales face challenges, Mattel has diversified its offerings by venturing into movies, television, and mobile gaming. Following the success of its 2023 "Barbie" film, the company has plans for over a dozen more films based on its popular toy lines.
In light of ongoing economic uncertainties, Mattel has also adjusted its financial outlook. Last month, the company suspended its full-year guidance for 2025 due to tariff-related concerns and announced price increases on select products to mitigate rising costs.
