Toy industry leader Mattel, Inc. has unveiled a strategic partnership with OpenAI to integrate advanced artificial intelligence into its iconic product lines and internal operations. The collaboration marks a significant move for the 80-year-old brand as it adopts ChatGPT Enterprise across its workforce and introduces AI-driven experiences to classics like Barbie, Hot Wheels, Fisher-Price, and UNO.
“Our work with OpenAI will enable us to leverage new technologies to solidify our leadership in innovation and reimagine new forms of play,” said Josh Silverman, Chief Franchise Officer at Mattel. With this partnership, the company aims to redefine playtime by boosting creativity, speeding up product development, and strengthening engagement with fans around the globe.
Brad Lightcap, COO of OpenAI, expressed his enthusiasm: “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.”
Mattel emphasized that all AI integrations will be implemented responsibly, ensuring safety and alignment with its mission of enriching lives through play. This initiative highlights the company’s forward-looking strategy to blend technology with tradition, bringing timeless toys into the AI age.
