Tech Desk 
Jun 13, 2025
Mattel, the manufacturer of Barbie dolls, Uno cards, and Hot Wheels, is reportedly partnering with OpenAI to develop toys and games that incorporate artificial intelligence (AI).
The Barbie maker announced on Thursday that it was planning to launch its first AI-powered product later this year.
The collaboration aims to create engaging, age-appropriate games that enhance play while prioritising innovation, privacy, and safety.
The partnership will enable Mattel to utilise OpenAI’s advanced AI tools, allowing it to improve product efficiency and improve its business operations.
Since its toy sales have been a bit slow, Mattel is exploring new strategies, including movies and games, to attract consumers.
Raising prices due to increased production costs, Mattel, by integrating AI into its offerings, appears hopefull for better products that resonate with customers and boost sales.
The move reflects Mattel's commitment to moulding in market dynamics and enhancing the play experience for children by leveraging technology.
