Mattel, the maker of Barbie and Hot Wheels, has announced a strategic collaboration with OpenAI to develop artificial intelligence-powered toys and experiences, with the first product expected to launch later this year.
The partnership will see the American toy manufacturer incorporate OpenAI’s advanced AI tools, including ChatGPT Enterprise, into its business operations to enhance product development and creative ideation. The collaboration aims to “bring the magic of AI to age-appropriate play experiences with an emphasis on innovation, privacy, and safety,” according to Mattel.
Josh Silverman, chief franchise officer at Mattel, said: “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.”
The deal represents OpenAI’s first major partnership with a toy manufacturer, as the artificial intelligence company continues to expand its reach across different industries. Brad Lightcap, chief operating officer at OpenAI, commented: “We’re pleased to work with Mattel as it moves to introduce thoughtful AI-powered experiences and products into its iconic brands, while also providing its employees the benefits of ChatGPT. With OpenAI, Mattel has access to an advanced set of AI capabilities alongside new tools to enable productivity, creativity, and company-wide transformation at scale.”
Mattel confirmed it retains full control over product development and is not licensing its intellectual property to OpenAI as part of the agreement. The collaboration could potentially result in digital assistants based on Mattel characters or more interactive versions of existing games like UNO and Magic 8 Ball.
The partnership comes as Mattel continues its transformation from a traditional toy manufacturer into a broader entertainment company. The success of last year’s Barbie film has encouraged the company to develop movies and television shows based on other popular brands including Hot Wheels, Polly Pocket, and Masters of the Universe.
Mattel, which owns one of the world’s most recognisable brand portfolios including Barbie, Hot Wheels, Fisher-Price, American Girl, and UNO, has built more than 80 years of trust with parents and families. The company emphasised that safety, privacy, and security will be central to any AI-powered products and experiences brought to market.
The announcement follows OpenAI’s recent efforts to court companies with valuable intellectual property, as the AI firm seeks to establish partnerships across the entertainment industry. OpenAI held meetings with Hollywood studios last year to encourage filmmakers to integrate its AI video generator into their work, though no deals with movie studios have been finalised.
