<\/p>\n
Mattel has announced a partnership with artificial intelligence firm OpenAI to develop a new range of AI-integrated toys and games, with its first product expected to debut later this year.<\/p>\n<\/div>\n
The US-based toy manufacturer, known for popular brands such as Barbie, Hot Wheels and Uno<\/a>, said the collaboration would focus on creating age-appropriate play experiences that integrate artificial intelligence while prioritising privacy and safety standards. The company aims to incorporate AI in a way that aligns with its broader innovation strategy.<\/p>\n<\/div>\n This development comes amid ongoing challenges for the global toy industry, with consumer spending remaining cautious in the face of economic uncertainty and policy shifts under President Trump’s<\/a> administration. Mattel, like many other manufacturers, has been navigating reduced demand and rising operational costs.<\/p>\n<\/div>\n In addition to product development, Mattel plans to utilise OpenAI\u2019s enterprise tools\u2014such as ChatGPT Enterprise\u2014across its internal operations. According to the company, these tools will be used to streamline workflows, support product development, and drive organisational change.<\/p>\n<\/div>\n “With OpenAI, Mattel has access to an advanced set of AI capabilities alongside new tools to enable productivity, creativity, and company-wide transformation at scale,” said OpenAI<\/a> Chief Operating Officer Brad Lightcap in a statement.<\/p>\n<\/div>\n Mattel has increasingly leaned on its entertainment assets\u2014including films, television content, and mobile games\u2014to help counterbalance a slowdown in traditional toy sales. Its strategy has included expanding brand presence beyond the toy aisle.<\/p>\n<\/div>\n