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Mattel, the 79-year-old toymaker behind Barbie, Hot Wheels and UNO, is making a major AI move
In a statement, the US company said it has struck a partnership with OpenAI, the creator of ChatGPT, to co-develop generative AI products.
The move is an unexpected but telling sign of where the global toy and entertainment industry is heading.
Image via New Straits Times / Bernama
The collaboration isn't just about toys: it could power new "experiences" across Mattel's growing media empire, which includes live-action films
Think Polly Pocket and Masters of the Universe, animated series, and a soon-to-be-launched video game. The company's first self-published game is expected in 2026.
It's not yet clear whether OpenAI's tech will directly influence that launch. But the two companies say their first AI-powered product will be announced later this year, promising to enhance "fan engagement in a safe, thoughtful, and responsible way".
"As a central part of this collaboration, Mattel and OpenAI will emphasise safety, privacy, and security in the products and experiences that come to market," Mattel said.
Image via New Straits Times / Angela Weiss / AFP
Importantly, Mattel isn't handing over the keys to its intellectual property to OpenAI
"The product would be across the spectrum of physical products and some experiences," Mattel's chief franchise officer Josh Silverman said to Bloomberg, adding that the company remains in full control.
Silverman added that AI has the power to broaden the reach of Mattels' brands in new and exciting ways.
For Malaysian families, this might mean smarter toys or games that blend physical play with AI interactivity. For Mattel employees, it means access to ChatGPT Enterprise to help develop future ideas.
