Mattel Partners With OpenAI to Launch AI-Powered Toys in 2025
- tech360.tv
- Jun 13, 2025
- 1 min read
Mattel has announced a partnership with OpenAI to develop artificial intelligence-powered toys and games, with its first AI product expected to launch later this year.
The toy giant, known for brands like Barbie, Hot Wheels and Uno, said it aims to integrate AI into age-appropriate play experiences while prioritising innovation, privacy and safety.
Mattel will also use OpenAI’s tools, including ChatGPT Enterprise, to enhance its internal operations and product development.
“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,” said OpenAI Chief Operating Officer Brad Lightcap.
The collaboration comes as toy makers face weakened consumer demand amid economic uncertainty and shifting U.S. trade policies.
To counter slowing toy sales, Mattel has focused on expanding its entertainment portfolio, producing films, TV shows and mobile games based on its popular brands.
Last month, the company withdrew its annual forecast and announced price increases on some domestic products to offset rising supply chain costs.
Mattel to launch first AI-powered toy in 2024
Partnership with OpenAI includes use of ChatGPT Enterprise
Focus on safe, age-appropriate AI play experiences
Source: REUTERS
