Overview

• Mattel and OpenAI announced a strategic partnership on June 12, 2025 to co-develop AI-powered toys and games under Mattel’s iconic brands.
• The collaboration will prioritize privacy, security and age-appropriate design, drawing on lessons from Mattel’s Hello Barbie privacy concerns.
• Mattel will deploy OpenAI’s ChatGPT Enterprise across its business to accelerate product development and creative workflows.
• Facing weaker toy sales and tariff-driven costs, Mattel is leveraging AI to diversify its offerings and reignite consumer interest.
• The first AI-driven product, expected in late 2025 and aimed at users aged 13 and older, marks OpenAI’s debut in consumer entertainment.