Mattel & OpenAI: AI-Powered Toy Design
- Mattel, the toy giant behind iconic brands like Barbie and hot Wheels, is partnering with OpenAI to explore the use of artificial intelligence in toy design and functionality.
- The partnership is in its early stages, but the first product is expected to be unveiled later this year.
- "We plan to announce something towards the tail end of this year, and it's really across the spectrum of physical products and some experiences," Silverman said.
Mattel and OpenAI are joining forces, with the aim to revolutionize toy design using artificial intelligence. This collaboration promises to generate more engaging play experiences, with the first AI-powered product expected to launch later this year. Josh Silverman, Mattel’s chief franchise officer, revealed plans to reimagine the future of play by leveraging cutting-edge AI technology. Mattel retains complete control of its intellectual property. News Directory 3 reports the partnership is in its early stages, but the implications could transform how kids interact with iconic brands.Discover what’s next as Mattel ventures into the world of AI!
Mattel and OpenAI Team Up to Reimagine toy Design with Artificial Intelligence
Updated June 12, 2025
Mattel, the toy giant behind iconic brands like Barbie and hot Wheels, is partnering with OpenAI to explore the use of artificial intelligence in toy design and functionality. The collaboration aims to leverage AI tools to create more interactive and engaging play experiences.
The partnership is in its early stages, but the first product is expected to be unveiled later this year. Brad Lightcap, OpenAI’s chief operating officer, and Josh Silverman, Mattel’s chief franchise officer, discussed the collaboration in a joint interview. They suggested that the technology could lead to digital assistants based on Mattel characters or enhance the interactivity of classic games like Magic 8 Ball and Uno.
“We plan to announce something towards the tail end of this year, and it’s really across the spectrum of physical products and some experiences,” Silverman said. “Leveraging this unbelievable technology is going to allow us to really reimagine the future of play.”
News of the partnership boosted Mattel’s stock, which rose 1.8% to $19.59 in New York trading Thursday. The stock is up 10% so far this year.
Silverman clarified that Mattel is not licensing its intellectual property to OpenAI and will maintain complete control over product growth. Initial discussions between the two companies began in late 2024. Mattel CEO Ynon Kreiz has been focused on expanding the company’s reach beyond customary toy manufacturing into film,television,and mobile gaming based on its well-known characters.
OpenAI has been actively seeking partnerships with companies possessing valuable intellectual property to assist in developing innovative products. “The idea exploration phase of creative design for companies like Mattel and many others, that’s a critical part of the workflow,” Lightcap said. “As we think about how AI builds tools that extend that capability, I think we’re very lucky to have partners like Mattel that we can work with to better understand that problem.”
OpenAI recently launched its o3-pro model,which excels at analyzing files,conducting online searches,and performing other tasks. The company said the model received high marks for “comprehensiveness, instruction-following and accuracy.”
What’s next
The collaboration between Mattel and OpenAI signals a significant step toward integrating artificial intelligence into the toy industry, possibly transforming how children interact with their favorite brands and characters. The companies are expected to reveal their first AI-powered product later this year.