American toy manufacturing giant Mattel—known for iconic brands such as Barbie, Hot Wheels, and Uno—has announced a strategic partnership with OpenAI to incorporate artificial intelligence technologies into its products. The company plans to launch its first AI-powered toy by the end of this year.
In a statement, Mattel emphasized that the main goal of the collaboration is to create innovative, age-appropriate, and safe play experiences for children. By leveraging OpenAI’s advanced technologies—particularly ChatGPT Enterprise—Mattel aims to improve both product development and its internal operations.
Brad Lightcap, Chief Operating Officer at OpenAI, commented:
“Through this partnership, Mattel gains access to a broad set of AI capabilities and new tools that will drive large-scale innovation, creativity, and transformation across the company.”
The toy industry is currently facing a challenging environment, as economic uncertainty driven by U.S. President Donald Trump’s shifting trade policies has led to a decline in consumer demand. In response to declining sales, Mattel has recently turned to producing films, television shows, and mobile games based on its popular brands like Barbie and Hot Wheels.
Moreover, the company withdrew its annual financial forecast last month and announced plans to raise prices on select products in the domestic market to offset rising supply chain costs.
This move is seen as part of Mattel’s broader strategic plan to expand its digital offerings and integrate technological innovation into the world of toys.
