Mattel and OpenAI announced a strategic collaboration on June 12, 2025, to support the development of AI-powered products and experiences based on Mattel’s iconic brands. This partnership aims to leverage new technologies to solidify Mattel's leadership in innovation and reimagine new forms of play.
The first AI-powered product from this collaboration is expected to be announced later in 2025. Mattel emphasized its commitment to innovation, privacy, and safety in developing age-appropriate play experiences using OpenAI's technology.
Beyond consumer products, Mattel employees will also gain access to OpenAI tools like ChatGPT Enterprise. This integration is expected to enhance product development, creative ideation, and drive company-wide transformation at scale, streamlining internal processes and potentially accelerating time-to-market for new concepts.
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