Mattel and OpenAI set to launch first AI-powered toy in late 2025: what to expect

Mattel's groundbreaking collaboration with OpenAI will debut its first AI-enhanced toy in late 2025, promising a new era of interactive play with iconic brands like Barbie and Hot Wheels. This partnership also integrates ChatGPT Enterprise to revolutionize product development while prioritizing safety and privacy.

Sources:
BloombergBusinesstodayTechcrunch+2
Updated 2h ago
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Leveraging this incredible technology is going to allow us to really reimagine the future of play.
Josh Silverman
Mattel Chief Franchise Officer
Bloomberg
Key Facts
  • Mattel Inc. has partnered with OpenAI to integrate generative AI into its iconic toy brands including Barbie, Hot Wheels, and Fisher-Price.BloombergBusinesstoday
  • The collaboration aims to develop AI-powered toys and digital assistants based on Mattel characters to enhance interactivity and fan engagement.Bloomberg
  • Safety, privacy, and security will be emphasized in all AI-enhanced products developed through the Mattel-OpenAI partnership.Techcrunch
  • ChatGPT Enterprise will be rolled out across Mattel’s operations to support product development, enhance creative work, and strengthen fan engagement worldwide.Yourstory
  • The first AI-powered toy from the Mattel-OpenAI collaboration is expected to launch in the latter half of 2025.LivemintTechcrunch
  • Mattel plans to expand into digital gaming with its first self-published game slated for release in 2026.TechcrunchLivemint
Key Stats at a Glance
Expected launch time for first AI-powered toy
2025H2
Livemint
Planned launch year for first self-published digital game
2026
Livemint
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