Barbie-maker Mattel and OpenAI have teamed up to bring generative AI to the toymaking and ever-expanding pipeline of IP repackaging.

Mattel has teamed up with OpenAI to develop AI-integrated toys, set to launch later this year. This initiative focuses on creating safe, age-appropriate play experiences while addressing economic challenges and operational costs in the toy industry.

AI powerhouse OpenAI has announced a strategic partnership with Barbie-maker Mattel Inc. Under this partnership, the Sam Altman-led company will create AI-powered toys and experiences. This will essentially bring OpenAI’s tech to Mattel brands such as Hot Wheels, American Girl, Barbie, and more.