Barbie, the world’s most famous doll, is about to get a high-tech upgrade. Mattel, the parent company behind Barbie, Hot Wheels, and other beloved toy brands, has announced a landmark partnership with OpenAI to infuse artificial intelligence into its products. This collaboration is set to launch the first AI-powered Barbie later this year, promising to transform how children play, interact, and learn with their favorite toys.
The partnership will leverage OpenAI’s advanced generative models including ChatGPT Enterprise to create age-appropriate, interactive play experiences. Barbie and her friends could soon hold real conversations, tell stories, and respond to children’s questions in natural language, making playtime more immersive and educational than ever before.
Mattel has emphasized that innovation, privacy, and safety will be at the core of these new AI-powered toys. The company will retain full control over product development, ensuring that the technology is used responsibly and that all AI features are designed with children’s well-being in mind.
This AI makeover isn’t limited to Barbie. Mattel plans to bring generative AI to its entire portfolio, including Hot Wheels, Fisher-Price, and UNO. The integration of AI will enable personalized content, connected toys, and immersive digital experiences that adapt to each child’s unique interests and learning pace.
Beyond consumer products, Mattel will also use OpenAI’s business tools to enhance its own operations. ChatGPT Enterprise will be deployed internally to streamline product development, boost creativity, and improve efficiency across the company.
The move comes at a pivotal time for Mattel and the wider toy industry. With consumers cutting back on discretionary spending and supply chain costs rising, traditional toy sales have slowed. In response, Mattel has increasingly leaned into entertainment—releasing blockbuster films like “Barbie,” expanding into TV and mobile games, and now, embracing AI as a driver of innovation and growth.
“AI has the power to expand on our mission and broaden the reach of our brands in new and exciting ways,” said Josh Silverman, Chief Franchise Officer at Mattel. “Our work with OpenAI will enable us to leverage new technologies to solidify our leadership in innovation and reimagine new forms of play”.
Both Mattel and OpenAI have underscored their commitment to safety and privacy. All AI-powered toys will be designed to ensure secure, age-appropriate interactions, with robust safeguards in place to protect children’s data and experiences.
Industry observers see this partnership as a sign that no sector is immune to AI disruption. By combining Mattel’s creative legacy with OpenAI’s technological prowess, the two companies aim to set a new standard for interactive, educational, and safe play in the digital age;
