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

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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