Toy-making giant Mattel has entered into a significant partnership with AI leader OpenAI, aiming to integrate generative artificial intelligence into both toy production and entertainment content creation.
For OpenAI, a company accustomed to licensing its technology to media outlets and enterprise businesses, the agreement signifies a fresh venture into the toy industry. The collaboration aligns closely with the AI firm’s broader mission to embed its technology across diverse sectors, potentially serving as a gateway into Mattel’s expanding entertainment division.
Mattel experienced a resurgence of mainstream success with the blockbuster release of the “Barbie” film in 2023. The company continues to build upon this momentum, actively developing movie projects based on other iconic brands, including Hot Wheels, Polly Pocket, Barney, UNO, and Masters of the Universe. Beyond movies, Mattel’s entertainment portfolio spans animated and live-action television content. Additionally, the toymaker recently announced its entry into digital gaming, set to release its first internally developed video game in 2026.
Specifics of how OpenAI’s generative technology will be applied in this collaboration have not yet been fully detailed, though the companies anticipate unveiling their first AI-driven product before the end of this year. Mattel emphasized its commitment to “fan engagement in a safe, thoughtful, and responsible way,” underscoring that security, privacy, and safety will be top priorities in every product released.
Josh Silverman, Mattel’s chief franchise officer, stated publicly that AI’s integration would span both physical products and immersive experiences. Despite working closely with OpenAI, Mattel will retain complete control over its intellectual property and the products resulting from the partnership. Under this arrangement, Mattel employees will also have access to advanced tools like OpenAI’s ChatGPT Enterprise platform, enabling new avenues for innovation and creative development.
Silverman emphasized the strategic importance of AI in Mattel’s future, expressing confidence in AI’s potential to enhance fan interactions, inspire new forms of play, and further position Mattel as a leader in innovation.
As the toy industry continues to evolve, Mattel’s collaboration with OpenAI underscores the growing emphasis major brands place on generative technologies, which promise to redefine both product creation and consumer engagement in the years to come.
