OPENAI
OpenAI just made toy history
Mattel has teamed up with OpenAI to bring Gen AI into the world of toys and entertainment.
While OpenAI has previously partnered with publishers and enterprise platforms, this is its first collaboration with a toymaker, giving it a fresh entry point into consumer-facing content and storytelling.
Mattel isn’t just about toys anymore. After the success of the Barbie movie, the company is expanding into films based on brands like Hot Wheels, Barney, and Polly Pocket.
It’s also making a move into gaming, with its first self-published video game planned for 2026.
Now, with OpenAI on board, Mattel’s teams will get access to tools like ChatGPT Enterprise to help with product development and creative ideas.
What to know:
Mattel and OpenAI are working on AI-powered toys and content, launching later in 2024.
The partnership supports Mattel’s growing focus on entertainment and digital games.
OpenAI’s tools will be used internally to boost creativity and speed up development.
Childhood rebranded
The first AI-powered product is expected later this year, and both companies say the focus will be on creating engaging experiences in a “safe, thoughtful, and responsible” way.
Mattel will stay in full control of its brands, and the AI work will support both physical toys and digital experiences.
Can’t wait for AI to tell me I’m not Barbie material.