Global toy and entertainment company Mattel, Inc., has partnered with OpenAI to launch a strategic collaboration aimed at creating AI-powered products and experiences inspired by Mattel’s renowned brand portfolio.
The alliance brings together Mattel’s expertise in family entertainment with OpenAI’s advanced artificial intelligence technology to design and deliver innovative, age-appropriate play experiences. The companies are prioritizing innovation, safety, privacy, and responsibility as they develop new ways for fans to engage with Mattel’s brands.
As part of this initiative, Mattel will integrate OpenAI’s tools—including ChatGPT Enterprise—into its internal business operations. These tools will support product development, creative ideation, and brand engagement, allowing the company to push the boundaries of interactive play and storytelling.
“We’re pleased to work with Mattel as it moves to introduce thoughtful AI-powered experiences and products into its iconic brands, while also providing its employees the benefits of ChatGPT” Brad Lightcap, Chief Operating Officer at OpenAI said in a press release. “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.”
The two companies will continue to work closely on a range of AI-driven projects, with their first jointly developed product expected to be announced later this year.
“Each of our products and experiences is designed to inspire fans, entertain audiences, and enrich lives through play,” Josh Silverman, Chief Franchise Officer at Mattel, said. “AI has the power to expand on that mission and broaden the reach of our brands in new and exciting ways. Our work with OpenAI will enable us to leverage new technologies to solidify our leadership in innovation and reimagine new forms of play.”
As the toy industry increasingly embraces digital transformation, Mattel’s partnership with OpenAI signals a major shift in how artificial intelligence can enhance both the creative process and consumer experience in family entertainment.