Mattel, the renowned toy manufacturer behind Barbie, has joined forces with OpenAI to integrate generative AI into its toy development and intellectual property strategies. This collaboration represents a significant venture for OpenAI, which has previously focused on partnerships primarily with news and enterprise sectors, but not with a toy company. The alliance aligns with OpenAI’s broader mission to expand its influence across various industries and could provide it a strategic entry point into Mattel’s expanding entertainment division. In 2023, Mattel excitedly captured the attention of adult audiences with its blockbuster “Barbie” movie.
The company is actively developing films inspired by other beloved toys such as Hot Wheels, Polly Pocket, Barney, UNO, and Masters of the Universe. In addition to its movie projects, Mattel is exploring digital gaming, with an expectation to launch its first self-published game by 2026, as outlined in its recent earnings report. While the specifics of the new partnership remain limited, both organizations anticipate unveiling their first “AI-powered product” later this year, focusing on enhancing fan engagement in a safe, responsible manner. Mattel has emphasized that safety, privacy, and security will be key components of the products and experiences developed through this collaboration.
Josh Silverman, Mattel’s Chief Franchise Officer, has indicated that the upcoming product offerings will span a variety of physical products and experiences. Importantly, he reassured that Mattel retains full control of its IP and is not licensing any rights to OpenAI. Additionally, Mattel employees will gain access to OpenAI’s tools, such as ChatGPT Enterprise, to enhance product development and creative processes. This partnership signals an exciting evolution in how Mattel’s classic brands will leverage technology to inspire and entertain future generations.