Mattel and OpenAI Partner to Bring AI Magic to Iconic Toys

In a bold leap towards the future of play, Mattel, the world-renowned toy and entertainment powerhouse behind Barbie, Hot Wheels, UNO, Fisher-Price, and more, has announced a strategic collaboration with OpenAI. This alliance aims to weave cutting-edge AI into beloved brands—sparking imaginative, safe, and privacy-conscious play experiences for children everywhere.

A Transformative Collaboration

Mattel and OpenAI will combine their strengths to jointly design, develop, and launch a new generation of AI-enhanced products, promising engaging moments that resonate deeply with families and fans.

Mattel will also harness ChatGPT Enterprise behind the scenes—onboarding it within its teams to fuel faster product ideation, smarter business operations, and enhanced creativity. For OpenAI, this marks a powerful entry into the world of physical toys and household entertainment, further diversifying its consumer AI footprint.

“The product could be physical or digital,” said Mattel’s Chief Franchise Officer Josh Silverman, emphasizing that the company will keep its intellectual property at the core of any innovation.

While specifics are still under wraps, both sides anticipate unveiling their first AI-powered product before the end of the year—a proud milestone in what promises to be a multi-product, multi-experience rollout. Naturally, safety, privacy, and data security are non-negotiable pillars, aligning with Mattel’s over 80-year legacy of earning the trust of parents and consumers.

Strategic Imperative Amid Industry Shifts

This partnership comes at a crucial time: the toy industry is grappling with global economic headwinds and shifting consumer behaviors. AI—especially when smartly embedded in toys and games—offers a dynamic way to revitalize engagement and deepen connections with next-gen audiences.

OpenAI’s Chief Operating Officer, Brad Lightcap, praised the move as opening a path to “productivity, creativity and company‑wide transformation at scale.”

What Comes Next

• The first product announcement is expected to be made in late 2025.
• A multi-wave rollout of AI-powered products and experiences over the coming years.

Mattel and OpenAI are not just adding AI—they’re reimagining play for the AI era. Expect toys that talk, learn, adapt, and inspire in ways we’ve never seen before—all built with safety at the forefront.