OpenAI is teaming up with toy manufacturer Mattel to bring generative AI to the toy industry. This groundbreaking partnership marks OpenAI’s first foray into the toy industry, following its licensing deals with news publications and corporations. The collaboration opens doors for OpenAI to infuse AI into Mattel’s entertainment division as well.
On Thursday, TechCrunch reported that Mattel, riding high on the success of 2023’s Barbie blockbuster, is gearing up to produce a slate of toy-inspired films and TV shows. The lineup includes fan favorites like Hot Wheels, Polly Pocket, Barney, UNO, and Masters of the Universe. Mattel’s Q1 earnings report also revealed plans to dive into digital gaming, with the company’s first self-published title set to launch in 2026. Industry watchers are keen to see how OpenAI’s cutting-edge technology will shape these ventures.
The two companies plan to unveil their first AI-powered product this year, with a focus on enhancing fan engagement safely and responsibly. Josh Silverman, Mattel’s Chief Franchise Officer (CFrO), emphasized that the partnership will span both products and experiences. He clarified that Mattel maintains full control over product development and is not licensing its intellectual property (IP) to OpenAI.
Mattel’s creative teams will harness the power of OpenAI’s ChatGPT Enterprise to supercharge product development and idea generation. Silverman expressed enthusiasm about AI’s potential, stating that AI will inspire fans, captivate audiences, and amplify Mattel’s mission to enrich lives through play. The collaboration promises to usher in a new era of AI-driven innovation for Mattel’s beloved brands, blending nostalgia with cutting-edge technology.
