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Barbie-maker Mattel partners with OpenAI to make artificial intelligence child’s play

UNITED STATES, JUN 18 – Mattel will use OpenAI's ChatGPT Enterprise to create AI-powered toys and improve product innovation, aiming to reduce operating costs by $200 million by 2026, the company said.

  • Mattel, the maker of Barbie and Hot Wheels, partnered with OpenAI to develop AI-powered toys and products, with the first expected later this year.
  • The collaboration began last year and aims to bring generative AI to Mattel's IP and operations while emphasizing safety, privacy, and innovation.
  • Mattel plans to integrate OpenAI’s ChatGPT Enterprise throughout its organization to boost creativity, drive faster innovation, and explore new ways to innovate play experiences.
  • Brad Lightcap, OpenAI's chief operating officer, said Mattel gains access to advanced AI tools enabling company-wide transformation and increased productivity.
  • The partnership reflects Mattel's strategy to address core toy business slowdowns by expanding digital and AI-enhanced experiences across its brands and products.
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The Times of Northwest IndianaThe Times of Northwest Indiana
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Mattel, OpenAI want to bring AI to toys

Your next toy or game may be able to converse with you.

·Cherokee County, United States
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OAN broke the news in San Diego, United States on Thursday, June 12, 2025.
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