OpenAI and Barbie-maker Mattel team up to bring generative AI to toymaking, other products | TechCrunch
Jun 12, 2025 - techcrunch.com
Mattel and OpenAI have partnered to integrate generative AI into toy-making and intellectual property repackaging. This collaboration marks OpenAI's first venture with a toymaker, aligning with its strategy to embed AI across various industries. The partnership could enhance Mattel's entertainment division, which has been expanding with films and digital gaming. The two companies plan to launch their first AI-powered product later this year, focusing on fan engagement while prioritizing safety, privacy, and security. Mattel will maintain control over its IP, and its employees will gain access to OpenAI tools like ChatGPT Enterprise to aid in product development and creative processes.
Josh Silverman, Mattel's chief franchise officer, emphasized that the collaboration aims to inspire and entertain through innovative play. The partnership with OpenAI is expected to broaden the reach of Mattel's brands and solidify its leadership in innovation. While specific details of the deal remain limited, the integration of AI could lead to advancements such as AI-enhanced toys or streamlined content creation.
Key takeaways:
Mattel and OpenAI have partnered to integrate generative AI into toy-making and IP repackaging, marking OpenAI's first collaboration with a toymaker.
The partnership aims to enhance fan engagement through AI-powered products while prioritizing safety, privacy, and security.
Mattel will maintain full control over its IP, and its employees will gain access to OpenAI tools like ChatGPT Enterprise for product development and creative ideation.
The collaboration is expected to lead to new forms of play and innovation, potentially including AI-enhanced toys and faster scriptwriting for Mattel's entertainment projects.
