Mattel, OpenAI Expand AI Toy Partnership Scope

Mattel has formed a strategic partnership with OpenAI to bring artificial intelligence to its iconic toy brands, including Barbie and Hot Wheels, with the first AI-powered product expected to launch later this year. The collaboration leverages OpenAI technologies, such as ChatGPT Enterprise, to create interactive and age-appropriate play experiences while enhancing Mattel’s internal development and creativity. Mattel retains full control over its intellectual property and will not license its brands to OpenAI. Both companies stress the importance of privacy, safety, and security in their joint efforts. The partnership is part of Mattel’s broader shift into digital entertainment, films, and games, following recent Hollywood successes. OpenAI, meanwhile, views the deal as a way to expand its technology into the media and entertainment sectors.