Mattel has announced a partnership with OpenAI to integrate AI into its brand experiences and business operations. The collaboration aims to introduce AI-powered tools and experiences to Mattel’s global audience while also deploying ChatGPT Enterprise across its workforce.
Some of the notable Mattel brands are Barbie, Hot Wheels, Fisher-Price, and UNO.
The partnership will allow Mattel to incorporate OpenAI’s large language models into both consumer-facing products and internal processes. According to Mattel, this move is part of its broader effort to evolve how fans interact with its brands and to support creativity and productivity across teams.
“Our work with OpenAI will enable us to leverage new technologies to solidify our leadership in innovation and reimagine new forms of play,” said Josh Silverman, chief franchise officer at Mattel. “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.”
As part of the initiative, Mattel will use ChatGPT Enterprise to support product development, accelerate creative ideation, and enhance engagement with global fan communities.
Brad Lightcap, chief operating officer at OpenAI, said, “We’re pleased to work with Mattel as it moves to introduce thoughtful AI-powered experiences and products into its iconic brands, while also providing its employees the benefits of ChatGPT.”
Mattel, with over 80 years in the toy and entertainment industry, stated it will approach AI integration with care to ensure safe and constructive experiences for users.
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