Mattel and OpenAI Forge Strategic Alliance to Redefine the Future of Toys

On June 16, Mattel and OpenAI announced their strategic collaboration. Here’s what this means.

According to the exclusive press release, the partnership will amplify the best features of both companies — this time, with AI. Mattel, the brand behind Barbie’s iconic IP, will now work with OpenAI to develop AI-powered products and experiences.

Using OpenAI’s technology, features like ChatGPT will enter their next era: integrating with Mattel. So, how are they planning to use OpenAI to maximize efforts? “Mattel will incorporate OpenAI’s advanced AI tools like ChatGPT Enterprise into its business operations.” These tools can be used for “product development and creative ideation, drive innovation” and also “deepen engagement with its audience. With OpenAI, Mattel will have advanced AI capabilities that can power the development and operations of consumer products and experiences.”

Josh Silverman, chief franchise officer at Mattel, adds, “Each of our products and experiences is designed to inspire fans, entertain audiences and enrich lives through play. AI has the power to expand on that mission and broaden the reach of our brands in new and exciting ways. Our work with OpenAI will enable us to leverage new technologies to solidify our leadership in innovation and reimagine new forms of play.”

Stay tuned for all Barbie-coded updates.