Mattel, the maker of iconic toy brands such as Barbie, Hot Wheels, and American Girl, has formed a strategic partnership with OpenAI to develop AI-powered toys and interactive experiences. This collaboration aims to integrate OpenAI’s advanced generative AI technology, including ChatGPT, into Mattel’s products to create toys that can learn, talk, and evolve with each child, offering personalized, educational, and engaging playtime experiences while prioritizing safety and privacy.
The first AI-enhanced product from this partnership is expected to launch by the end of 2025, targeting users aged 13 and up due to age restrictions on AI use. Beyond physical toys, Mattel plans to incorporate AI into digital games and content, including storytelling and interactive play, enhancing fan engagement and creativity across its brands.
Internally, Mattel will also deploy ChatGPT Enterprise to support its design, marketing, and research and development teams, accelerating innovation and streamlining product development processes. OpenAI’s COO Brad Lightcap described the collaboration as a “company-wide transformation” that will empower Mattel employees with advanced AI tools.
This partnership represents a significant evolution in the toy industry, blending fun with cutting-edge technology to redefine how children and families interact with toys. Mattel emphasizes that all AI-driven products will be developed with a strong focus on age-appropriateness, privacy, and safety. The move also aligns with Mattel’s broader strategy to expand digital and AI-enhanced experiences amid challenges in the traditional toy market.
In summary, the Mattel-OpenAI partnership is set to revolutionize playtime by introducing AI-powered toys that are interactive, personalized, and educational, while also transforming Mattel’s internal innovation capabilities through AI integration.