Introducing AI Barbie: Mattel Unveils the First ChatGPT-Enhanced Doll in Partnership with OpenAI

Mattel, the maker of Barbie, has partnered with OpenAI to develop generative AI-powered toys and games, marking a significant venture into the AI arena for the company. This collaboration aims to merge Mattel’s iconic brands, such as Barbie and Hot Wheels, with OpenAI’s technology to create innovative, interactive play experiences that are tailored for children while prioritizing privacy and safety. The first AI-enhanced product is anticipated to launch later this year. Additionally, Mattel plans to use OpenAI’s enterprise tools to streamline innovation and internal processes. This partnership highlights the transformative potential of AI in traditional industries, signaling a shift in how toys are developed and experienced, while Mattel expands its entertainment offerings beyond physical products. Amid economic challenges, including tariff-related uncertainty, Mattel is also considering price adjustments for some items to mitigate rising costs.

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