AI Barbie Is Coming: Mattel Joins Forces With OpenAI
Mattel is partnering with OpenAI to bring artificial intelligence into toys and games. The collaboration will focus on creating AI-powered products based on Mattel’s well-known brands, including Barbie, Hot Wheels, and Polly Pocket. The company stated it aims to introduce “age-appropriate play experiences with an emphasis on innovation, privacy, and safety.” Their first product announcement is expected later this year.
In addition to new toys, Mattel plans to use OpenAI’s tools such as ChatGPT Enterprise across its business. This move is designed to enhance creative processes, drive innovation, and improve engagement with consumers. Importantly, Mattel is positioning itself at the forefront of tech-enhanced play, blending tradition with emerging digital tools.
Boosting Creativity and Corporate Transformation
OpenAI’s Chief Operating Officer, Brad Lightcap, expressed enthusiasm about the partnership. “We’re pleased to work with Mattel as it moves to introduce thoughtful AI-powered experiences and products into its iconic brands, while also providing its employees the benefits of ChatGPT. With OpenAI, Mattel has access to an advanced set of AI capabilities alongside new tools to enable productivity, creativity, and company-wide transformation at scale.”
Meanwhile, Josh Silverman, Mattel’s Chief Franchise Officer, emphasized the deeper vision behind the collaboration. “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.”
Clearly, both companies are aligned in using AI not just as a gimmick, but as a way to meaningfully evolve the play experience.
Building on Barbie’s Momentum
Mattel’s move toward AI-enhanced products follows a highly successful run with its Barbie brand. In 2023, the Barbie film starring Margot Robbie grossed nearly $1.5 billion globally. That kind of momentum strengthens the company’s efforts to expand its entertainment and product strategies.
Just last month, Mattel announced the formation of Mattel Studios. This new division combines the company’s film and television arms, with longtime executive Robbie Brenner appointed as President and Chief Content Officer. She reports directly to Mattel’s Chairman and CEO, Ynon Kreiz.
Together, these shifts suggest that Mattel is not only investing in new technologies but also reshaping its future across content, product, and brand experience powered in part by AI.
