Toy maker Mattel teams up with OpenAI to bring generative AI to toy manufacturing
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Mattel, known for makers of toys such as Barbie dolls, Hot Wheels, and UNO, has announced a strategic partnership with OpenAI to support AI-powered products and experiences based on Mattel brands.
Mattel and OpenAI Announce Strategic Collaboration
https://corporate.mattel.com/news/mattel-and-openai-announce-strategic-collaboration
Bringing the magic of AI to Mattel's iconic brands | OpenAI
https://openai.com/index/mattels-iconic-brands/
Mattel Taps OpenAI to Help It Design Toys, Other Products - Bloomberg
https://www.bloomberg.com/news/articles/2025-06-12/mattel-taps-openai-to-help-it-design-toys-other-products
OpenAI and Barbie-maker Mattel team up to bring generative AI to toymaking, other products | TechCrunch
https://techcrunch.com/2025/06/12/openai-and-barbie-maker-mattel-team-up-to-bring-generative-ai-to-toy-making-and-content-creation/
The partnership aims to strengthen product development and ideation to drive innovation and customer response, and will incorporate OpenAI's AI tools, including ChatGPT Enterprise, into its business operations and use AI in the development and operation of consumer products and experiences.
Tech Crunch, an IT news site, also reported that Mattel and OpenAI plan to release 'AI-powered products' in the second half of 2025. Mattel told Bloomberg that the AI-powered products will 'range from physical products to experiences' and that 'Mattel is not licensing any IP (intellectual property) to OpenAI as part of the agreement, and Mattel will continue to control the products developed.'
'Our partnership with OpenAI will combine our respective expertise to design, develop and deliver groundbreaking experiences for fans around the world,' said Mattel. 'By leveraging OpenAI's technology, Mattel will be able to bring the magic of AI to age-appropriate play experiences while prioritizing innovation, privacy and safety.'
by Mike Mozart
'Every one of our products and experiences is designed to inspire fans, entertain audiences and enrich lives through play. AI has the power to amplify that mission and extend the reach of our brands in new and exciting ways,' said Josh Silverman, Mattel's chief franchise officer. 'Our collaboration with OpenAI allows us to leverage new technology to extend our leadership in innovation and reimagine what play can look like.'
'We're excited to work with Mattel as they bring thoughtful, AI-powered experiences and products to their iconic brand and extend the benefits of ChatGPT to their employees,' said Brad Lightcap, Chief Operating Officer at OpenAI. 'With OpenAI, Mattel will have access to advanced AI capabilities and new tools to drive productivity, creativity and large-scale company-wide transformation.'
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