Mattel Partners with OpenAI for AI-Powered Toys

Jun 13, 2025
Mattel has teamed up with OpenAI to develop AI-powered toys and games, with the first product expected later this year. The collaboration aims to enhance play experiences using advanced AI tools.

Mattel has partnered with OpenAI to introduce AI-powered toys and games, with plans to launch the first product later this year. This collaboration aims to integrate artificial intelligence into Mattel's iconic brands, including Barbie and Hot Wheels, to create innovative and age-appropriate play experiences. The partnership was announced on OpenAI's website.

Mattel will leverage OpenAI's advanced AI capabilities, such as ChatGPT Enterprise, to enhance product innovation and creativity. This initiative is part of Mattel's strategy to offset a slowdown in its core toy business by expanding into new technological domains. The company emphasizes that the integration of AI will focus on innovation, privacy, and safety.

OpenAI's chief operating officer, Brad Lightcap, highlighted that the collaboration provides Mattel with a comprehensive set of AI tools to drive productivity and creativity across the company. This partnership marks a significant step for Mattel as it seeks to transform its product offerings and engage with fans in new and exciting ways.

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