Overview

• On June 12, 2025, Mattel and OpenAI announced a strategic collaboration to develop AI-powered products and fan experiences based on Mattel’s iconic brands.
• The agreement will integrate OpenAI’s generative AI tools, including ChatGPT Enterprise, into Mattel’s product design and internal operations to spark creativity and boost productivity.
• Potential applications include digital assistants based on characters such as Barbie, interactive versions of classics like Magic 8 Ball and Uno, and themed attractions at venues like Thomas & Friends World of Sodor.
• Mattel retains full control over its intellectual property and is not licensing brand rights to OpenAI under the deal.
• The first AI-powered product resulting from the partnership is slated to be unveiled in late 2025.