Mattel is leveling up its innovation game, and whether you agree with it or not, AI is in the mix.
The El Segundo, California-based titan behind Barbie, Hot Wheels, Masters of the Universe, Fisher-Price, Matchbox, and more inked a deal with OpenAI. The strategic partnership aims to power the creation of next-generation, AI-powered products and experiences rooted in its portfolio of iconic brands.
Under the new deal, Mattel plans to integrate OpenAI’s technology, including ChatGPT Enterprise, into its consumer-facing offerings and internal operations. The companies aim to design and launch play experiences that are cutting-edge, safe, age-appropriate, and anchored by Mattel’s legacy of trust with parents and families.
Each of our products and experiences is designed to inspire fans, entertain audiences, and enrich lives through play. AI has the power to expand on that mission and broaden the reach of our brands in new and exciting ways. Our work with OpenAI will enable us to leverage new technologies to solidify our leadership in innovation and reimagine new forms of play.”
Internally, Mattel plans to use OpenAI tools to boost creativity and streamline product development, accelerating how teams generate ideas, refine designs, and connect with fans.
“We’re pleased to work with Mattel as it moves to introduce thoughtful AI-powered experiences and products into its iconic brands, while also providing its employees the benefits of ChatGPT,” says OpenAI COO Brad Lightcap. “With OpenAI, Mattel has access to an advanced set of AI capabilities alongside new tools to enable productivity, creativity, and company-wide transformation at scale.”
The partnership is already in motion, with the first co-developed product expected to be revealed later this year.
With 80 years of heritage and a reputation for embracing technology, Mattel’s move into AI-backed play is poised to redefine how kids — and kidults — interact with their favorite toys and games from iconic brands in the years ahead.
Note: The top image was created by OpenAI’s ChatGPT. The prompt used: “Please create a 16×9 landscape image of Barbie and He-Man, in their classic designs, using ChatGPT at a computer in a kid’s room. Bonus points if the Mattel and OpenAI logos are included.”
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