Global toy giant, Mattel, has partnered with artificial intelligence leader OpenAI to develop a new generation of AI-powered toys and games, with its first product expected to launch later this year. The Barbie and Hot Wheels maker announced on Thursday that the collaboration aims to deliver age-appropriate play experiences driven by innovation, safety, and privacy.
As toy manufacturers grapple with weaker consumer demand amid economic uncertainties tied to U.S. trade policies, Mattel’s shift toward AI integration marks a strategic move to reinvigorate its brand. The company also plans to embed OpenAI’s tools—like ChatGPT Enterprise—into its operations to boost creativity, productivity, and product innovation at scale.
Brad Lightcap, Chief Operating Officer of OpenAI, said the partnership provides Mattel with access to advanced AI technologies that can drive company-wide transformation. The initiative signals Mattel’s broader ambition to modernize its iconic brands and enhance playtime through intelligent, interactive products.
In recent months, Mattel has leaned heavily on entertainment content—films, TV shows, and mobile games based on Barbie and Hot Wheels—to offset slowing toy sales. Last month, the company withdrew its annual forecast and announced domestic price hikes to manage rising supply chain costs, underscoring the need for innovative growth strategies like AI adoption.