Mattel and OpenAI have partnered to introduce generative AI into toy-making, marking a new direction for OpenAI within the consumer product sector. Previously, OpenAI had focused on licensing deals with news and enterprise companies. This collaboration aims to enhance fan engagement and creative development while prioritizing safety and privacy. Mattel, fresh from the success of its "Barbie" film, is also developing content based on other toy franchises and venturing into digital gaming, with plans to launch a game by 2026. The partnership represents a strategic expansion for both companies into new entertainment avenues.
As a central part of this collaboration, Mattel and OpenAI will emphasize safety, privacy, and security in the products and experiences that come to market.
AI has the power to expand on that mission and broaden the reach of our brands in new and exciting ways.
Mattel is also pushing into digital gaming, and expects to launch its first self-published game in 2026.
Details of the deal are otherwise sparse. The two expect to announce their first 'AI-powered product' later this year.
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