Overview

• The partnership will leverage OpenAI’s generative models to develop interactive experiences for Barbie, Hot Wheels and American Girl products.
• Mattel plans to unveil its first AI-enhanced toy by late 2025, aligning with the holiday launch window.
• The company will deploy ChatGPT Enterprise internally to accelerate creative ideation and streamline design workflows.
• Both firms have committed to embedding robust privacy and security safeguards to prevent issues similar to the hackable “Hello Barbie” doll.
• The collaboration underpins Mattel’s efforts to boost flagging toy sales and marks OpenAI’s expansion into consumer hardware ahead of a forecasted surge in smart-toy demand.