Mattel and OpenAI: Gaming Meets AI | ChatGPT OpenAI | ChatGPT download | OpenAI ChatGPT | Turtles AI

OpenAI and Mattel partner to integrate generative AI into toys and content. Mattel will use ChatGPT Enterprise internally. No IP transfers. First AI product expected by the end of 2025.

Key Points:

• Mattel and OpenAI strategic collaboration for smart toys.
• No IP transfers, Mattel retains full control.
• Goal: Safe, private, kid-friendly experiences.
• Internal use of ChatGPT Enterprise for creativity and development.

Mattel announced that it will combine its 80-year experience in the world of play with OpenAI’s generative technology to create a new generation of smart toys and digital initiatives that enhance brands such as Barbie, Hot Wheels, Polly Pocket, UNO and Masters of the Universe, with a launch expected by the end of 2025. The agreement includes the extensive use of OpenAI tools – particularly ChatGPT Enterprise – within product and marketing teams, aiming to facilitate brainstorming, creative ideation and accelerate content development. Josh Silverman, Mattel’s chief franchise officer, stressed that the company will exclusively lead the creative process, without granting any IP licenses to OpenAI. OpenAI, for its part, sees in this partnership the possibility of consolidating itself as a reference partner in the consumer entertainment sector, going beyond traditional agreements with media and enterprises. From the perspective of security and privacy – particularly sensitive when it comes to products intended for children – both companies have stated that they want to build “thoughtful and responsible” experiences. The alliance is part of Mattel’s strategy to diversify beyond the traditional toy market, made up of successful films (Barbie 2023) and gaming platforms, and respond to the current challenges of global demand by moving towards integrated digital ecosystems. While on the one hand the first AI product is still in the definition phase, with a small team already engaged since the end of 2024 in exploring possible configurations – between physical toys, digital content or other formats – on the other hand this collaboration reflects Mattel’s desire to innovate the offer while maintaining a responsible and creative approach.

So, as OpenAI expands its reach into the consumer market, Mattel takes another step toward a future where toys evolve from simple products to interactive experiences animated by AI. New forms of play could join the iconic Barbie of all time.