Mattel is bringing OpenAI into its product and creative pipeline, setting up a new experiment in how generative AI could shape toys, branded experiences, and entertainment tied to long-running franchises.
The companies say their first AI-powered product is expected later this year. Beyond that, the deal also gives Mattel employees access to OpenAI tools, including ChatGPT Enterprise, for product development and creative ideation.
What The Partnership Covers
The agreement puts OpenAI technology inside a company best known for brands such as Barbie, Hot Wheels, Polly Pocket, Barney, UNO, and Masters of the Universe. Details remain limited, but the companies have described the goal as improving fan engagement in a safe, thoughtful, and responsible way.
Mattel said safety, privacy, and security will be central to the products and experiences that come out of the collaboration.
“As a central part of this collaboration, Mattel and OpenAI will emphasize safety, privacy, and security in the products and experiences that come to market,” Mattel said in a statement.
The first announced result will be an AI-powered product later this year. Josh Silverman, chief franchise officer at Mattel, told Bloomberg that the product would be “across the spectrum of physical products and some experiences.”
That wording leaves room for several possible forms, but the source makes one boundary clear: Mattel is not licensing its IP to OpenAI as part of the deal. Silverman said Mattel remains in full control of the products being created.
Why Mattel Is A New Kind Of AI Partner
For OpenAI, this is a different type of relationship. The company has already signed licensing deals with news publishers and enterprise players, but this is its first partnership with a toymaker.
That matters because Mattel is not only a toy company. It is also building out a broader entertainment business around its brands. The 2023 “Barbie” movie showed how a toy franchise could become a major screen property for grown-up audiences, and Mattel is already working on films based on other toys.
The company is also developing a range of animated and live-action content for TV. In parallel, Mattel is pushing into digital gaming and expects to launch its first self-published game in 2026, according to its first-quarter earnings report.
TechCrunch said it reached out to Mattel to learn whether OpenAI’s technology will have a role in that game launch. The source does not provide an answer, so the connection remains open rather than confirmed.
How AI Could Support Mattel’s Work
The deal is not only about a consumer-facing product. Mattel employees will also be able to use OpenAI tools such as ChatGPT Enterprise to support internal work.
The stated use cases are product development and creative ideation. In plain terms, that points to AI being used as part of the process behind new products, concepts, and branded experiences, not only as a feature that fans might see directly.
Based on the source, the partnership could touch several parts of Mattel’s business:
- Generative AI for toy-making and other products.
- An AI-powered product expected later this year.
- Fan engagement connected to Mattel brands.
- Internal creative ideation through ChatGPT Enterprise.
- Product development workflows supported by OpenAI tools.
Silverman framed the agreement as an extension of Mattel’s existing mission around play and entertainment.
“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 in a statement. “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.”
What Is Still Unclear
The most important unknown is what the first AI-powered product will actually be. The source raises the possibility that it could involve a ChatGPT-powered Barbie, or it could be something less visible, such as faster scriptwriting. But no specific product has been announced.
It is also unclear how deeply OpenAI’s technology will be used across Mattel’s entertainment projects. Mattel is working on films tied to Hot Wheels, Polly Pocket, Barney, UNO, and Masters of the Universe, and it has TV content in both animated and live-action formats. The source does not say whether those projects will use OpenAI tools.
What is clear is that both companies are positioning the collaboration around controlled use. Mattel says privacy, security, and safety will be emphasized. Silverman says Mattel is keeping control over its products and intellectual property.
That balance will define the next stage of the partnership. OpenAI gains an opening into toy-making and branded entertainment, while Mattel gets access to generative AI tools at a moment when its brands are moving across physical products, screen content, and digital gaming.
For now, the deal is less a finished product than a signal. Mattel’s decades-old brands are being prepared for new AI-powered formats, and OpenAI is extending its industry reach into play, products, and fan experiences.