Barbie with AI. Mattel Announces Strategic Partnership with OpenAI

Mattel, owner of brands like Barbie, Hot Wheels, Fisher-Price, and Uno, has entered into a strategic partnership with OpenAI , with the first product to be announced later this year.

“AI has the power to extend that mission and broaden the reach of our brands in new and exciting ways,” said Josh Silverman, chief franchising officer at Mattel, in a press release.

- By collaborating with OpenAI, Mattel gains access to advanced artificial intelligence solutions that support productivity and innovation at scale - said Brad Lightcap, OpenAI COO.

Mattel said the new toys and games it is working with OpenAI will be age-appropriate and "built with innovation, privacy, and safety in mind."

Mattel intends to use artificial intelligence not only in its products, but also wants to use tools such as ChatGPT Enterprise in everyday operations to increase efficiency and creativity, as well as accelerate the company's transformation, the company announced.

Mattel Inc. shares rose 1.2 percent following the announcement of the collaboration.