OpenAI and Barbie-maker Mattel team up to bring generative AI to toy-making, other products | TechCrunch
Jun 12, 2025 - techcrunch.com
Barbie-maker Mattel has partnered with OpenAI to integrate generative AI into its toy-making and intellectual property repackaging efforts. This collaboration marks OpenAI's first venture with a toy company, aligning with its strategy to embed AI across various industries. The partnership could bolster Mattel's entertainment division, which has been expanding with projects like the 2023 "Barbie" movie and upcoming films based on Hot Wheels, Polly Pocket, and more. Mattel is also venturing into digital gaming, with plans to launch its first self-published game in 2026. The companies plan to unveil their first AI-powered product later this year, focusing on enhancing fan engagement while prioritizing safety, privacy, and security.
Mattel's chief franchise officer, Josh Silverman, emphasized that the company retains full control over its products and is not licensing its IP to OpenAI. Mattel employees will gain access to OpenAI tools like ChatGPT Enterprise to aid in product development and creative ideation. The collaboration aims to inspire fans and expand the reach of Mattel's brands through innovative technologies. Whether this results in AI-enhanced toys or streamlined content creation, Mattel's iconic brands are set to receive a modern technological boost.
Key takeaways:
Mattel and OpenAI have partnered to integrate generative AI into toy-making and IP repackaging.
The collaboration aims to enhance fan engagement with AI-powered products, emphasizing safety, privacy, and security.
Mattel employees will gain access to OpenAI tools like ChatGPT Enterprise for product development and creative ideation.
The partnership does not involve licensing Mattel's IP to OpenAI, with Mattel retaining full control over product creation.
