Toy manufacturing giant Mattel, known for iconic brands like Barbie and Hot Wheels, has announced a groundbreaking collaboration with OpenAI to bring generative artificial intelligence into the world of toymaking and entertainment.
This marks the first time OpenAI is teaming up with a major toy company, expanding its footprint beyond news, enterprise software, and productivity tools. The partnership reflects OpenAI’s broader goal of embedding its technology across various sectors, and for Mattel, it signals a strong push into tech-driven innovation across its growing media and entertainment portfolio.
Following the massive success of the Barbie film in 2023, Mattel has been actively developing movies and shows based on beloved IPs such as Hot Wheels, Polly Pocket, Barney, UNO, and Masters of the Universe. The company is also making strides in digital gaming and expects to release its first self-published video game in 2026.
While full details of the collaboration remain under wraps, both companies plan to unveil their first AI-powered product by the end of the year. The product is expected to focus on fan interaction and play experiences, underpinned by strong commitments to privacy, safety, and responsible AI use.
Mattel confirmed that it would retain full control over its IP and product development. According to Josh Silverman, Mattel’s Chief Franchise Officer, the collaboration will influence both physical toys and digital experiences. However, this deal does not involve licensing Mattel’s brands to OpenAI.
Additionally, Mattel’s internal teams will gain access to OpenAI’s tools, including ChatGPT Enterprise, to help speed up creative development and product design. This could lead to innovations ranging from smarter storytelling and interactive play features to AI-enhanced design processes.
“We believe AI can help us deepen our connection with fans and create more imaginative experiences,” said Silverman. “Our partnership with OpenAI opens new possibilities for rethinking play in the digital age.”
Whether we’ll soon see a conversational Barbie doll, more immersive AI-based games, or tools for faster media content creation, one thing is clear: Mattel is embracing the future of play, powered by artificial intelligence.
