Overview

• The companies will co-develop AI-infused products and experiences based on Mattel brands such as Barbie, Hot Wheels and Masters of the Universe.
• Initial offerings are expected to target families and users aged 13 and older, with no immediate plans for toddler lines like Fisher-Price.
• OpenAI’s tools, including ChatGPT Enterprise, will be integrated into Mattel’s internal workflows to support idea generation and product development.
• Mattel will maintain full control over brand rights and product ownership, without licensing its intellectual property to OpenAI.
• The collaboration is designed to comply with data privacy and cybersecurity regulations, and OpenAI will use insights from toy development to refine its creative AI tools.