OpenAI and Barbie-maker Mattel team up to bring generative AI to toymaking, other products | TechCrunch

Mattel, the company behind iconic toys like Barbie, has partnered with OpenAI to integrate generative AI into its toy-making processes and broader entertainment ventures. This marks a significant move for OpenAI, expanding its reach beyond traditional licensing deals with news publishers and enterprise clients into the toy industry.

The collaboration aligns with OpenAI's strategy of embedding its technology across various sectors and could potentially give the AI giant a foothold in Mattel's growing entertainment division. The partnership aims to enhance fan engagement, with the first "AI-powered product" expected to be announced later this year.

Both companies emphasize safety, privacy, and security in the development of these new products and experiences. While specific details remain limited, the collaboration will span both physical products and experiences, as stated by Mattel's chief franchise officer. Mattel retains full control over the products created, and the deal also grants Mattel employees access to OpenAI tools like ChatGPT Enterprise to improve product development and creative brainstorming.

Mattel's strategic move into AI comes as the company expands its entertainment offerings, including movies based on popular toy lines like Hot Wheels and Barney, as well as animated and live-action content for TV. Furthermore, Mattel is venturing into digital gaming, with its first self-published game anticipated in 2026.

TechCrunch has reached out to Mattel to determine if OpenAI's technology will play a role in this upcoming gaming launch. The collaboration is expected to enable Mattel to leverage new technologies, solidify its leadership in innovation, and reimagine new forms of play. The exact nature of the AI integration remains to be seen, but it suggests an exciting next-generation boost for Mattel's well-known brands.