mattel Taps OpenAI to Infuse ChatGPT ⁣into Toys

Updated June 13, 2025

Mattel, the toy giant behind Barbie, hot Wheels, and UNO, is joining forces with OpenAI to integrate ChatGPT into its product lines. The partnership marks OpenAI’s first venture into ⁤the toy industry, aiming to blend generative‍ AI with Mattel’s iconic brands.

The collaboration ⁣will see Mattel incorporate ChatGPT Enterprise into its operations, empowering employees to use the chatbot for designing ⁤new toys and experiences. This move reflects Mattel’s broader push into⁤ digital gaming and interactive⁣ entertainment.

According ⁢to Bloomberg,potential applications include AI-driven digital assistants based on ⁢characters like Polly Pocket or enhancements to games like UNO. Josh Silverman, Mattel’s chief franchise officer, emphasized that Mattel retains full ownership of all intellectual property and products developed thru this partnership.

OpenAI’s Brad ⁣Lightcap said the company is excited to work with Mattel⁤ to introduce AI-powered experiences and products,while also providing Mattel employees with the benefits of ChatGPT.

“We’re pleased to work with Mattel as it moves to introduce thoughtful AI-powered experiences and products into its ⁢iconic brands, while also providing its employees the benefits of⁢ ChatGPT,”

What’s next

The first product resulting from the Mattel and OpenAI collaboration is expected to be unveiled ⁢later this year. Mattel also intends to launch its first ⁤self-published game next year,further solidifying its move into the digital realm.