Los Angeles: Toy industry giant Mattel Inc. has announced a strategic partnership with OpenAI to develop a new generation of toys and games powered by artificial intelligence.
The Barbie-maker revealed that it expects to launch its first AI-integrated product before the end of the year, as it looks to redefine children’s playtime with cutting-edge technology.
The collaboration comes as the toy sector faces sluggish demand and cautious consumer spending amid economic uncertainties, including the effects of evolving US trade policies.
“With OpenAI, Mattel has access to an advanced set of AI capabilities alongside new tools to enable productivity, creativity, and company-wide transformation at scale,” said Brad Lightcap, Chief Operating Officer of OpenAI.
Mattel emphasized that the integration of artificial intelligence into its products will be age-appropriate and focused on innovation, privacy, and safety.
The company, which also produces iconic brands such as Hot Wheels and Uno, aims to blend traditional play with AI in a manner that is both engaging and secure for children.
In addition to consumer-facing products, Mattel will adopt OpenAI’s enterprise tools including ChatGPT Enterprise to streamline internal operations and accelerate product innovation. The move is part of a broader strategy to use AI for enhanced productivity and organizational transformation.
The partnership builds on Mattel’s recent efforts to expand beyond its core toy business. Over the past year, the company has leaned into media production launching films, TV shows, and mobile games based on popular brands such as Barbie and Hot Wheels to maintain relevance and revenue amid changing consumer behaviors.
