Mattel and⁤ OpenAI Team ⁤Up to Reimagine toy⁤ Design with Artificial Intelligence

‌ Updated June 12, 2025
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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.