Mattel Partners with OpenAI to Launch First AI-Powered Toy This Year
Mattel, the maker of Barbie, Hot Wheels, and Uno, announced on Thursday a partnership with OpenAI to develop toys and games powered by artificial intelligence. The company aims to launch its first AI-enhanced product before the end of 2025.
The collaboration seeks to “bring the magic of AI to age-appropriate play experiences,” focusing on innovation while maintaining strong privacy and safety standards. In addition to consumer products, Mattel plans to integrate OpenAI’s advanced AI tools, including ChatGPT Enterprise, into its business operations to boost creativity, productivity, and transformation across the company.
OpenAI’s Chief Operating Officer Brad Lightcap emphasized that the partnership provides Mattel with access to sophisticated AI capabilities to help drive product innovation and company-wide efficiency.
The move comes amid a period of muted demand for toys, as consumers tighten spending due to economic uncertainties linked to shifting U.S. trade policies. To counter a slowdown in its traditional toy business, Mattel has increasingly relied on films, TV shows, and mobile games based on its iconic brands.
In response to rising supply chain costs, Mattel recently withdrew its annual financial forecast and announced plans to raise prices on select products sold within the U.S.
