Mattel is bringing artificial intelligence into the toy aisle. The company behind Barbie, Hot Wheels, and UNO has announced a strategic partnership with OpenAI, marking the first time the AI firm has teamed up with a global toymaker.
As reported by Mattel and Ad Age, the deal includes both product innovation and internal tools. Mattel will begin integrating ChatGPT Enterprise into its business to support product development, creative ideation, and team productivity.
At the same time, the two companies are working together to design AI-powered toys and digital experiences across Mattel’s iconic brand portfolio.
The First AI Toy From the Partnership Is Coming This Year
Mattel and OpenAI have already started collaborating on their first joint product. As reported by Adweek, it’s expected to launch later in 2025, though details are still under wraps.
Josh Silverman, Mattel’s Chief Franchise Officer, said the goal is to “reimagine new forms of play” through thoughtful use of AI. He added, “Our work with OpenAI will help us expand the reach of our brands in new and exciting ways.”
OpenAI COO Brad Lightcap echoed the sentiment, noting that the company is “pleased to work with Mattel” as it looks to build new AI-powered experiences and bring its tools to the workplace.
What Makes This Partnership Different
According to Entrepreneur, this is OpenAI’s first collaboration with a toy company. While OpenAI has signed other deals recently – with platforms like Reddit and publishers like The Atlantic – this move puts it inside an entirely new consumer category: play.
The partnership does not involve licensing Mattel’s intellectual property to OpenAI. As noted by Ad Age, Mattel retains full control over its characters and product direction.
Instead, the two companies will co-develop products that use generative AI to support storytelling, interactivity, and even in-game experiences. For example, Mattel suggested that characters like Polly Pocket could one day serve as voice assistants, while games like UNO may get new AI-powered features.
Inside Mattel’s Bigger Digital Shift
This move is part of a broader digital strategy at Mattel. The company is investing in gaming, interactive experiences, and consumer-facing technology. It plans to launch its first self-published video game in 2026.
At the same time, AI tools like ChatGPT Enterprise will be used behind the scenes to speed up creative development, help teams brainstorm product concepts, and improve operational workflows.
As reported by Mattel’s official statement, the partnership will focus on age-appropriate innovation with a strong emphasis on safety, privacy, and responsible AI use – something both companies say is central to the collaboration.
A Sign of What’s Next for Consumer Brands
This partnership shows how AI is moving into consumer products – not just as a backend tool, but as a central part of brand experiences. While tech and media companies have embraced AI over the last year, Mattel is now testing how AI can help reinvent play itself.
Whether these products become hits remains to be seen. But with AI now powering everything from ad creative to business ops, it’s clear Mattel isn’t just experimenting. It’s placing a serious bet on what AI can do for its future.
