OpenAI and Mattel's Unique Collaboration: Generative AI Coming to Toy Manufacturing and Beyond

In a forward-thinking collaboration, OpenAI and Mattel have come together to evolve the world of toy-making using generative AI. This partnership represents a fresh frontier for OpenAI, which until now, had entered licensing deals with news publishers and enterprise companies, but never a toy manufacturer. However, the move is perfectly in line with OpenAI’s grand scheme of planting its technological seeds across various industries.

The inclusion of AI in toy-making may give OpenAI a pivotal advantage in Mattel’s growing entertainment sector. The legendary toy company surprised grown-up audiences when it launched the highly successful ‘Barbie’ film in 2023. Mattel aims to continue its venture into the film industry, currently developing films based on other renowned toys including Hot Wheels, Polly Pocket, Barney, UNO, and Masters of the Universe. The company also has a plethora of animated and live-action TV content in the pipeline.

Mattel has clarified that it retains complete control over the products being created, without having to license its IP to OpenAI as part of this deal. As part of the partnership, Mattel’s employees will gain access to OpenAI tools such as ChatGPT Enterprise to assist product development and creative ideation. According to Josh Silverman, chief franchise officer at Mattel, their teaming up with OpenAI is set to broaden their brand’s reach in novel and exciting ways, thereby reimagining what play could look like for the next generation.