OpenAI partners with Mattel to infuse AI across toy brands Barbie, Hot Wheels

OpenAI has entered into a partnership with Mattel Inc to integrate generative-AI capabilities into the toymaker’s portfolio and digital experiences, the companies said on Friday.

Under the agreement, OpenAI will provide its AI models and tools to help the brand develop new ways for consumers to interact with brands such as Barbie, Hot Wheels, and Fisher-Price. 

The joint effort is intended to power connected toys, personalised content, and other immersive experiences while maintaining safety standards required for children’s products.

“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,” said Josh Silverman, chief franchise officer of Mattel. 

“Our work with OpenAI will enable us to leverage new technologies to solidify our leadership in innovation and reimagine new forms of play,” he added. 

Mattel, founded in 1945 and headquartered in El Segundo, California, has been broadening its digital footprint as it seeks to grow beyond traditional physical toys. Meanwhile, Microsoft-backed OpenAI has increasingly signed a series of product and licensing deals this year as demand for consumer-facing products soars.

“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,” said Brad Lightcap, chief operating officer at OpenAI. 

Mattel stated it will roll out ChatGPT Enterprise across its operations to support product development, enhance creative work, and strengthen engagement with fans worldwide.