Mattel and OpenAI are teaming up to bring generative AI into toy-making and brand expansion.
This is OpenAI’s first deal with a toy-maker. It fits with OpenAI’s plan to embed AI across industries. For Mattel, it could boost its growing entertainment and digital gaming efforts.
Mattel hit big in 2023 with the “Barbie” movie. Now it’s building on that momentum with films for Hot Wheels, Polly Pocket, Barney, UNO, and Masters of the Universe. The company is also planning its first self-published video game for 2026, according to its Q1 earnings report. 
Details on the AI deal are light. The first “AI-powered product” is expected later this year, aimed at boosting “fan engagement in a safe, thoughtful, and responsible way.”
Mattel stressed safety, privacy, and security in their joint products.
Josh Silverman, Mattel’s chief franchise officer, told Bloomberg the product will cover “physical products and some experiences.” He added Mattel won’t license its IP to OpenAI and keeps full control over what is created.
Mattel staff will get access to OpenAI tools like ChatGPT Enterprise to speed up product development and creative ideation.
Josh Silverman said:
“Each of our products and experiences is designed to inspire fans, entertain audiences, and enrich lives through play.”
"AI has the power to expand on that mission and broaden the reach of our brands in new and exciting ways. Our work with OpenAI will enable us to leverage new technologies to solidify our leadership in innovation and reimagine new forms of play.”
Whether this means a ChatGPT-powered Barbie or faster scriptwriting, Mattel’s classic brands are getting an AI-powered upgrade.
