Mattel is partnering with OpenAI to enhance product development and create new forms of play, the company confirmed this week.
The move follows last year’s announcement that it would embed AI across its business to streamline operations and cut costs.
“AI has the power to expand on our mission and broaden the reach of our brands in new and exciting ways,” said Josh Silverman, Mattel’s chief franchise officer.
The toy giant, which owns iconic brands such as Barbie and Hot Wheels, said it is taking privacy and safety seriously as it integrates AI into its processes.
CEO Ynon Kreiz previously outlined plans to save $200 million by 2026 through AI-driven efficiencies.
Mattel recently cautioned that global trade volatility may drive price increases, noting it is working to diversify its supply chain to cushion the impact of tariffs.
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