The Barbie, Hot Wheels and Polly Pocket creator says it will use OpenAI’s technology to “bring the magic of AI to age-appropriate play experiences with an emphasis on innovation, privacy, and safety”. Their first product is expected to be announced later this year.

Mattel is working with OpenAI to create AI-powered toys and games, with the first product - likely an AI Barbie - expected later this year

In April last year, Mattel announced its intentions to use AI across its business as a cost-saving measure, with a team dedicated to AI efforts. CEO Ynon Kreiz told analysts the company planned to use AI to develop and integrate products. Mattel’s goal was to save $200 million in costs by 2026.