Mattel toys with AI

Iconic toy brand Mattel is doubling down on AI with a new partnership to support AI-powered products and experiences based on Mattel’s brands

The agreement unites Mattel’s and OpenAI to design, develop, and launch groundbreaking experiences for fans worldwide.

As a central part of this collaboration, Mattel and OpenAI will emphasise safety, privacy, and security in the products and experiences that come to market.

In addition, Mattel will incorporate OpenAI’s advanced AI tools like ChatGPT Enterprise into its business operations to enhance product development and creative ideation, drive innovation, and deepen engagement with its audience.

Josh Silverman, chief franchise officer at Mattel, said: “Each of our products and experiences is designed to inspire fans, entertain audiences, and enrich lives through play. AI has the power to expand on that mission and broaden the reach of our brands in new and exciting ways. Our work with OpenAI will enable us to leverage new technologies to solidify our leadership in innovation and reimagine new forms of play.”