By Gary Symons
TLL Editor in Chief
The toy industry giant Mattel, Inc. and artificial intelligence company OpenAI have announced a new strategic partnership to develop AI-powered products and experiences based on Mattel’s portfolio of brands.
The partners say their collaboration will focus on integrating OpenAI’s technology into Mattel’s toy and game offerings, with an emphasis on creating age-appropriate play experiences that prioritize innovation, safety, and privacy. According to a joint statement, the two companies plan to launch a series of new products and experiences, with the first announcement expected later this year.
“We’re pleased to work with Mattel as it moves to introduce thoughtful AI-powered experiences and products into its iconic brands,” said Brad Lightcap, Chief Operating Officer at OpenAI. “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.”
Mattel is among the world’s top toy brands by revenue, and is also an entertainment and licensing juggernaut. Its brands include include Barbie, Hot Wheels, and Fisher-Price, among many others. Many of its brands have also appeared or soon will appear in films and series, thanks to Mattel’s investment in its new Mattel Studios.
Mattel now plans to use OpenAI’s tools—including ChatGPT Enterprise—to support product development, creative ideation, and internal operations. Company officials said the partnership would help deepen fan engagement and support new forms of digital play.
Mattel pointed to the potential for AI to expand the company’s mission of enriching lives through play.
“AI has the power to expand on that mission and broaden the reach of our brands in new and exciting ways,” said Josh Silverman, Chief Franchise Officer at Mattel. “Our work with OpenAI will enable us to leverage new technologies to solidify our leadership in innovation and reimagine new forms of play.”
Both companies say that safety, privacy, and security would be central to the development of the new products. Mattel, which has been in operation for nearly 80 years, has previously incorporated emerging technologies to adapt to changes in consumer behavior and entertainment trends.
Further details about the collaboration and its first product are expected to be released later in 2025.