In a landmark collaboration poised to redefine how children interact with their favorite characters, OpenAI has partnered with Mattel, Inc. to bring AI-powered innovation to some of the world’s most iconic toy brands including Barbie, Hot Wheels, and American Girl. This isn’t just about adding technology to toys it’s about reshaping the very nature of imagination, storytelling, and engagement for a new generation.
At the heart of this partnership is a bold vision: to merge the power of generative AI with the timeless magic of play. With tools like ChatGPT Enterprise, Mattel plans to supercharge everything from creative ideation to product development, while giving its teams powerful capabilities to connect more meaningfully with global audiences. But this transformation is being guided with care privacy, safety, and age appropriate design remain foundational to how AI will be introduced into the toy ecosystem.
The collaboration signals a new era, where toys are no longer static objects but interactive companions designed to spark curiosity, fuel storytelling, and encourage meaningful digital play. Expect the first wave of AI enhanced toys to debut later this year, offering a glimpse into a future where technology amplifies creativity rather than replaces it.
“This partnership gives Mattel access to a powerful AI platform that fuels both employee productivity and product innovation,” said Brad Lightcap, COO of OpenAI. “It’s about building experiences that are thoughtful, useful, and inspiring at scale.”
For Mattel, this is more than a tech upgrade it’s a strategic leap. “Each of our products is designed to enrich lives through play,” shared Josh Silverman, Chief Franchise Officer at Mattel. “AI has the power to expand on that mission, helping us reimagine what’s possible for children, families, and fans around the world.”
As AI makes its way into the playroom, it opens up incredible creative possibilities but also raises important questions around digital literacy, developmental impact, and ethical design. This collaboration, if executed with intention, could set a new standard for how technology and childhood intersect.
In a world where screens are everywhere, OpenAI and Mattel are working to ensure that what’s on those screens and inside those toys ignites wonder, not just consumption. It’s a future where AI isn’t just smart it’s playful, safe, and beautifully human.
