Friday
Jun132025
Mattel partners with OpenAI for generative AI-powered toys
Friday, June 13, 2025 at 9:08AM 
Source: Mattel, OpenAI
Looks like even toys can't escape artificial intelligence disruption. Mattel is collaborating with OpenAI to create AI-powered products and experiences with Mattel's brands, including Barbie, Hot Wheels, American Girl, and more. The brands are expected to release their first product later in 2025, with Mattel emphasizing that the AI integrated into its toys and games would be done so safely and securely.
On the corporate side, Mattel intends to use OpenAI's business tools, including ChatGPT Enterprise, to assist with product development.