In a groundbreaking partnership, Mattel, the iconic Barbie-maker, and OpenAI have joined forces to integrate generative AI into the toy-making process and the expanding pipeline of intellectual property repackaging. This collaboration marks uncharted territory for OpenAI, which has previously inked licensing deals with news publishers and enterprise players but never ventured into the toy industry. However, it aligns with the AI giant's overarching strategy of embedding itself across various industries, potentially granting OpenAI a foothold in Mattel's burgeoning entertainment division.
Mattel captivated adult audiences in 2023 with the blockbuster "Barbie" movie and is currently developing films based on other popular toys, including Hot Wheels, Polly Pocket, Barney, UNO, and Masters of the Universe. The company also has a diverse lineup of animated and live-action content for television and is making strides in digital gaming, with plans to launch its first self-published game in 2026, as per the company's first-quarter earnings report. TechCrunch has reached out to Mattel to inquire if OpenAI's technology will play a role in this upcoming launch.
While specifics of the deal remain scarce, Mattel and OpenAI anticipate unveiling their first "AI-powered product" later this year, aiming to enhance "fan engagement in a safe, thoughtful, and responsible way." Mattel emphasized in a statement that safety, privacy, and security would be central to the products and experiences that hit the market as part of this collaboration.
Josh Silverman, Mattel's Chief Franchise Officer, told Bloomberg that the AI-powered product would span "across the spectrum of physical products and some experiences." He clarified that Mattel is not licensing its intellectual property to OpenAI as part of the deal and retains full control over the products being created.
As part of the partnership, Mattel employees will gain access to OpenAI tools like ChatGPT Enterprise to "enhance product development and creative ideation." Silverman said in a statement, "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. Our work with OpenAI will enable us to leverage new technologies to solidify our leadership in innovation and reimagine new forms of play."
This partnership signifies that Mattel's decades-old brands are set to receive a next-gen boost, whether through a ChatGPT-powered Barbie or streamlined scriptwriting. The fusion of AI and creativity promises to revolutionize the toy industry and bring Mattel's iconic characters to life in innovative and engaging ways.