Barbie is getting a brainy makeover—and not just any brain, but one powered by the same artificial intelligence behind ChatGPT. In a bold leap into the future of play, Mattel has teamed up with OpenAI to bring the power of AI to some of the toymaker’s most beloved brands. This partnership promises a new era of interactive toys and immersive storytelling, where kids (and curious adults) can chat, learn, and co-create adventures with Mattel toys like never before. Read on to discover more about this exciting collaboration.
Mattel and OpenAI Forge a Bold Future in AI-Powered Play
In a major leap toward the future of interactive entertainment, Mattel has announced a strategic partnership with OpenAI to create a new generation of AI-enhanced products and experiences across its iconic brands.
The legendary toymaker behind Barbie, Hot Wheels, and Polly Pocket plans to harness OpenAI’s advanced technology to “bring the magic of AI to age-appropriate play experiences with an emphasis on innovation, privacy, and safety.” The first AI-powered product from the collaboration is slated for release later this year.
Beyond playtime, the partnership also extends into Mattel’s internal operations. The company revealed it will “incorporate OpenAI’s tools such as ChatGPT Enterprise into its business operations to enhance product development and creative ideation, drive innovation, and deepen engagement with its audience.”
Brad Lightcap, Chief Operating Officer at OpenAI, expressed enthusiasm about the collaboration, stating: “We’re pleased to work with Mattel as it moves to introduce thoughtful AI-powered experiences and products into its iconic brands, while also providing its employees the benefits of ChatGPT. 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.”
Josh Silverman, Chief Franchise Officer at Mattel, echoed the potential of AI in play: “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.”
From reimagining how kids engage with their favorite characters to enhancing how toys come to life, this partnership signals a transformative moment not just for Mattel but for the future of imaginative, tech-enabled play.
Mattel Bets on AI Amid Economic Pressures
Mattel’s embrace of artificial intelligence isn’t just about innovation—it’s also a strategic move to cut costs and streamline operations. In April of last year, the company announced plans to leverage AI across its business, establishing a dedicated team to drive these efforts. CEO Ynon Kreiz told analysts that AI would play a key role in developing and integrating products, with the broader goal of reducing operating costs by $200 million by 2026.
More recently, Mattel cautioned about possible price increases due to tariff pressures and ongoing global trade uncertainties. During a recent earnings call, the company highlighted its proactive approach, noting efforts to diversify its supply chain as a way to cushion the impact of international trade disruptions.
Sources: Deadline, Retail Dive