Mattel, the company known for Barbie, Hot Wheels, Uno, and Fisher-Price, has announced a strategic partnership with OpenAI aimed at bringing artificial intelligence into playtime experiences and internal business operations.
The collaboration will leverage OpenAI’s advanced technology, such as ChatGPT, to create interactive toys that can engage children in creative and age-appropriate ways. While specific products haven’t been revealed yet, both companies say they expect to release the first AI-enhanced toy later this year.
Alongside toys, Mattel will also use ChatGPT internally to help with product development, creative ideation, marketing efforts, and overall operational efficiency.
Mattel emphasized that safety, privacy, and security are at the core of this effort, especially since the products are designed for children. The company clarified that it’s not licensing its intellectual property to OpenAI, retaining full control over its brands while applying AI tools to them.
This initiative comes at a critical time: the toy industry has seen weaker demand due to rising production costs and trade policy uncertainties. Mattel recently withdrew its annual forecast and raised prices in the U.S., and sees innovation as a key way to stay relevant.
OpenAI’s COO, Brad Lightcap, noted that the partnership will help Mattel drive productivity and company-wide transformation. The deal also reflects OpenAI’s move toward consumer hardware and real-world applications following its acquisition of Jony Ive’s startup, io.
Overall, the Mattel x OpenAI partnership represents a significant step into “smart play.” It blends Mattel’s decades of expertise in toy creation with AI innovation, potentially reshaping how children interact with toys and how the company operates behind the scenes.
