Mattel Brings AI to the Toy Box with OpenAI Collaboration

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Written by Aaron S.,

Editor-In-Chief

Last Updated: June 13, 2025

Key Takeaways

Mattel is teaming up with OpenAI to launch AI-powered toys, with the first release expected by the end of 2025;
ChatGPT Enterprise will be used across Mattel’s teams to support design and creative work;
Both companies stated that safety and kid-friendly content will be a top focus in all AI-driven products.

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Mattel, the company behind brands like Barbie and Hot Wheels, has announced a partnership with OpenAI to bring artificial intelligence (AI) technology into its products.

According to a statement by OpenAI, this collaboration will lead to new AI-powered toys and tools, with the first product expected to launch by the end of 2025. Mattel will also begin using ChatGPT Enterprise across its teams to assist with product design and other creative tasks.

The goal is to make toys more interactive and offer new kinds of experiences, according to Bloomberg. For example, classic games like Magic 8 Ball or Uno could respond in real-time, or characters like Barbie might come to life through voice features or digital tools.

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Josh Silverman, Mattel’s chief franchise officer, said that every Mattel product is made to entertain and inspire, and that AI can help them reach even more people in new ways. While the first AI-based product will mix physical and digital elements, no further details have been shared yet.

The partnership also gives OpenAI a path into the entertainment industry, as Mattel continues to grow beyond toys into movies and digital media. Upcoming films based on Hot Wheels and Polly Pocket are part of that expansion. However, Mattel noted that it is not handing over its brand rights.

Additionally, Brad Lightcap, OpenAI’s chief operating officer, said that the company is providing Mattel with tools that can boost creativity and help improve the business overall.

Since many of Mattel’s customers are young children, both companies stated that they will pay close attention to privacy and age-appropriate content.

On June 10, Meta announced plans to launch an AI unit focused on developing "superintelligence". What is it? Read the full story.