Mattel Inc. has entered a strategic partnership with OpenAI to integrate artificial intelligence (AI) into its product development and operations.
The collaboration seeks to enhance Mattel’s innovation in both physical toys and digital experiences, with plans to introduce AI-driven products soon. The partnership also will see Mattel using OpenAI’s tools, including ChatGPT Enterprise, to streamline internal processes like product development, ideation, and content creation. In addition, the collaboration aims to bring new, AI-powered play experiences to market. The first of these products is expected to be unveiled later this year.
This initiative is part of Mattel’s broader strategy to transform into a digital-first entertainment company, adapting to the growing trend of children’s media consumption shifting to screens and interactive platforms. As part of this effort, the company is focusing on technologies that allow it to remain relevant with younger audiences, while ensuring that the products are safe and appropriate for children.
“For nearly 80 years, Mattel has been a trusted name in the homes of families around the world. This partnership extends that trust into a new era,” said Josh Silverman, Mattel’s chief franchise officer. “AI offers the potential to enhance our mission of inspiring, entertaining, and educating through play, and this collaboration allows us to reimagine what that looks like.”
How Mattel is partnering with OpenAI
The move also positions Mattel to compete with tech-forward companies that are increasingly leveraging AI in consumer products. OpenAI’s technology will allow Mattel to create personalized, responsive, and interactive experiences, including voice-enabled toys, digital games, and companion apps.
On the enterprise side, Mattel plans to use OpenAI’s capabilities to accelerate the development of new products, enhance marketing efforts, and improve operational efficiency. Integration will also prioritize privacy and security — critical aspects when designing products for children.
“Mattel is a leader in adopting emerging technologies in a responsible way,” said Brad Lightcap, chief operating officer at OpenAI. “We’re excited to work with them to explore how AI can support creativity, productivity, and innovation at scale.”
In addition to enhancing individual products, the collaboration also supports Mattel’s ongoing strategy of building franchises around its toys, with an emphasis on creating larger ecosystems that include content, merchandise, and experiences. By incorporating AI into this formula, Mattel hopes to increase customer engagement and extend the lifecycle of its brands.
Both companies have not disclosed financial terms, but further details on their first joint product will be revealed later this year.
This partnership underscores the growing trend of consumer brands adopting generative AI to reshape traditional industries, signaling the rapid integration of technology into the business of play.
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