Mattel Partners with OpenAI to Bring AI-Powered Makeover to Barbie, UNO, and More
Mattel partners with OpenAI to create AI-powered Barbie, UNO, and more, aiming to innovate play experiences while boosting creativity and operations.
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Mattel, the iconic toy maker behind Barbie, UNO, Hot Wheels, and more, has announced a strategic partnership with OpenAI, the AI company led by Sam Altman, to develop a new generation of AI-powered toys and games. The collaboration aims to blend cutting-edge artificial intelligence with beloved childhood staples, with the first AI-enhanced products expected to launch later this year.
Mattel said it plans to "bring the magic of AI to age-appropriate play experiences," emphasizing innovation while prioritizing privacy and safety. Alongside creating smarter toys, the partnership will see Mattel integrate OpenAI’s tools like ChatGPT Enterprise to enhance creativity and streamline operations across the company.
This move comes amid challenges in the toy industry, which has been hit by sluggish demand and rising production costs, partially due to recent trade tensions and tariffs imposed by the U.S. government. These economic pressures have forced many toy manufacturers to delay product launches and adjust pricing.
Over the past year, Mattel has diversified its offerings by producing films, TV shows, and mobile games based on its popular brands to offset the slowdown in traditional toy sales. However, with tariffs on imports from China reaching up to 145% in April 2025, the company is also preparing for higher product prices in the near future.
OpenAI COO Brad Lightcap said, “With OpenAI, we’re unlocking tools that will transform how we create, imagine, and innovate—both for kids and behind the scenes.” The partnership aims to redefine how fans interact with Mattel’s brands, ensuring that AI-powered experiences are positive and enriching.
In a recent update, Mattel also announced it will raise prices on some products domestically to offset supply chain costs, after withdrawing its annual sales forecast.
As AI continues to reshape industries, Mattel’s collaboration with OpenAI marks a significant step toward integrating technology with play, promising exciting innovations for children and collectors alike.
