Mattel collaborates with OpenAI for AI-Powered toys
Mattel, the brand behind Barbie and Hot Wheels, is partnering with OpenAI to launch AI-powered toys and experiences. The first of these smart toys is expected later this year, with a focus on making playtime more interactive while keeping things safe and private.
How Mattel will use OpenAI's tools
Mattel will tap into OpenAI tools like ChatGPT Enterprise to boost creativity and streamline how they work. They're keeping full control over their brands—so it's more about teaming up than handing over rights. This fits Mattel's push to become a digital-first company that connects with younger audiences in a safe way.
Mattel is rethinking its strategy amid slowing toy sales
With toy sales slowing due to economic uncertainty, Mattel is rethinking its strategy—expanding entertainment options and raising prices. Bringing AI into toys is part of their plan to stand out and win back attention in a tough market.