Barbie makers Mattel and OpenA worked together to bring generative AI to their ever-growing pipeline, making IP packaging toys.
This partnership marks Openai’s new territory, signing license agreements with news publishers and enterprise players, but is by no means a toy maker. However, it is consistent with AI Giant’s overall strategy of embedding it throughout the industry, and could give Openai a foothold on Mattel’s growing entertainment arm.
The iconic Toymaker delighted adult audiences when he released the blockbuster Barbie film in 2023. The company currently works on films based on other toys, including Hot Wheels, Polly Pocket, Bernie, UNO, and Masters of the Universe, and has a range of animation and live action content for television. Mattel is also being pushed into digital games, and is expected to launch its first self-published game in 2026, following the company’s first quarter revenue report.
TechCrunch contacted Mattel to learn more about whether Openai’s technology would play a role in its launch.
Otherwise, transaction details are sparse. The two hope to unveil their first “AI-powered products” later this year, with the goal of enhancing “fan engagement in a safe, thoughtful and responsible way.”
“As a central part of this collaboration, Mattel and Openai emphasize the safety, privacy and security of our products and experiences that are on the market,” Mattel said in a statement.
Mattel’s chief franchise officer Josh Silverman told Bloomberg the product would be “a whole range of physical products and some experience.” He added that Mattel does not license the IP to Openai as part of the transaction, but rather continues to have full control over the products being created.
As part of the transaction, Mattel employees can also access OpenAI tools such as ChatGpt Enterprise to “enhance product development and creative ideas.”
“Each of our products and experiences is designed to inspire fans, entertain audiences and enrich our lives through play,” said Josh Silverman, Mattel’s chief franchise officer. “AI has the power to expand its mission and expand the range of brands in new and exciting ways. Working with Openai allows us to leverage new technology, solidify our innovation leadership and rethink new forms.”
Whether that’s a Barbie with ChatGpt or whether it means making the script faster, Mattel’s decades-old brand is getting a next-generation boost.