New Delhi: OpenAI is stepping into the toy business. The AI company behind ChatGPT has announced a partnership with Mattel, the US-based toy and entertainment firm best known for Barbie, Hot Wheels, UNO and more. The first AI-powered product from the two companies is expected later this year.

This is the first time OpenAI has signed a deal with a toymaker. While the company has worked with publishers and enterprise firms in the past, this collaboration signals a new expansion. Mattel says the idea is to use OpenAI’s technology in a safe and responsible way to design AI-based play experiences for kids and families.

Mattel bets on AI for next-gen play

The collaboration gives Mattel access to OpenAI’s tech tools, including ChatGPT Enterprise. These will be used not just for product development but also across business operations, including content creation and design.

Brad Lightcap, COO at OpenAI, said the company is pleased to work with Mattel as it “introduces thoughtful AI-powered experiences and products into its iconic brands.”

Mattel’s Chief Franchise Officer Josh Silverman added that AI can help broaden the reach of their brands and rethink how fans experience them. He said each product is designed to inspire and entertain, and AI gives them a way to push that further.

What the partnership could mean

The timing is interesting. After the massive success of the 2023 Barbie movie, Mattel has been moving fast in building out its entertainment pipeline. The company has several movies in the works, based on toy lines like Hot Wheels, Masters of the Universe, Barney, Polly Pocket, and UNO. It’s also exploring digital gaming, with plans to launch its first self-published title in 2026.

That’s where OpenAI might come in. From helping create digital experiences for toys to powering smarter interactive games, the collaboration could unlock new ways to merge physical and digital play.

No clear details have been shared yet about the kind of AI-powered products being developed. But both firms say they’re focusing on safety, privacy, and innovation.

A glimpse of what’s coming

This announcement doesn’t give much away, but Mattel says their first product using OpenAI tools will be revealed later this year. It’s not yet clear if it’ll be a toy, an app, or something in-between.

OpenAI is clearly looking to embed its AI in as many real-world experiences as possible, and for Mattel, this is a chance to stand out in a competitive toy market that’s now dealing with streaming, mobile games, and AI-based learning.

So far, all eyes will be on what a Barbie or Hot Wheels toy powered by generative AI could look like. One thing’s for sure, it won’t be boring.