Mattel is partnering with OPENAI to bring artificial intelligence into the children’s toy market. According to Mattel director, Josh Silverman, “Thanks to our partnership with OPENAI, we will be able to use emerging technologies in order to strengthen our avant-garde position and imagine new ways of playing.”

AI Will Be Integrated into Mattel Toys

While Mattel hasn’t specified which toys will feature AI, Axios reports that a ChatGPT-powered Barbie is unlikely for Christmas 2025. Axios also indicates that AI-enhanced toys will likely target children aged thirteen and older, suggesting features requiring a certain level of maturity.

Mattel employees now have access to Chatgpt Enterprise to assist with “Optimizing product design,enriching the creative process,promoting innovation and strengthening connection with its audience.” This means AI will be used to improve toy design and advancement, even when not directly integrated into the toys themselves. Mattel previously used Google’s Bigquery AI database to analyze and address negative product feedback.

This collaboration between Mattel and Openai aims to revolutionize the toy industry, potentially redefining how children interact with toys and solidifying Mattel’s position as an industry leader.

“Thanks to our partnership with OPENAI, we will be able to use emerging technologies in order to strengthen our avant-garde position and imagine new ways of playing.”