AI Barbie? Mattel teams up with ChatGPT to bring AI-powered play to kids’ toy boxes
Barbie meets ChatGPT as Mattel reveals a bold new partnership with OpenAI, with AI toys arriving later this year
Barbie maker Mattel is bringing artificial intelligence into playtime – literally – thanks to a brand-new partnership with AI tech giant OpenAI.
The two companies are joining forces to create a series of AI-powered toys and play experiences for children, with the first product expected to be revealed later this year.
Yes, that could mean a Barbie who chats back, or a Hot Wheels set that can think for itself (safely, of course).
But Mattel is keen to stress this won’t be a tech free-for-all. The toymaker is putting privacy, age-appropriate design, and family-friendly use front and centre.
AI, but make it playful
In a joint announcement this week, Mattel revealed it will use OpenAI’s tools – specifically ChatGPT Enterprise – to design new, interactive toys and to streamline how its teams develop products.
The first AI-enhanced toy or play experience is set to be announced before the end of 2025, but no sneak peeks just yet.
Mattel’s chief franchise officer, Josh Silverman, shared that the aim is “to inspire fans, entertain audiences, and enrich lives through play,” adding, “AI has the power to expand on that mission and broaden the reach of our brands in new and exciting ways.”
So what might this mean for your kids’ toys?
While we don’t have confirmed product details yet, the focus is on creating engaging, age-appropriate play experiences – think storytelling, learning through interaction, or toys that respond intelligently in conversation.
Mattel is the parent company of some of the most iconic childhood brands in the world – including Barbie, Hot Wheels, Fisher-Price and Polly Pocket – so the possibilities are wide-ranging.
Brad Lightcap, Chief Operating Officer at OpenAI, said: “We’re pleased to work with Mattel as it moves to introduce thoughtful AI-powered experiences and products into its iconic brands, while also providing its employees the benefits of ChatGPT.”
It’s not the first time AI has entered the playroom, but with OpenAI’s tech behind the scenes, Mattel’s move could set a new standard for how AI and play can safely coexist.
Safety, privacy and screen-free play
Understandably, many parents might be wondering: How safe is an AI toy?
Mattel says it’s taking a thoughtful, safety-first approach. The company has made it clear that privacy and age-appropriate content are central to its development plans. So while toys may have more advanced features, they’re still designed with the same child-first ethos behind classics like Barbie and Thomas & Friends.
This also aligns with Mattel’s ongoing efforts to modernise and innovate, while staying rooted in imaginative, screen-free play. AI, in this case, could serve to enhance creative storytelling and interactive learning, not replace traditional playtime.
AI as a tool behind the scenes, too
Mattel isn’t just bringing AI into kids’ toys – it’s also using OpenAI’s tools internally. The company confirmed it’s adopting ChatGPT Enterprise across its teams to help speed up product development and create more efficient workflows.
This is part of a broader AI initiative that began last year, when CEO Ynon Kreiz told investors the company aimed to use AI both to innovate and to cut costs. Mattel is targeting $200 million in savings by 2026 as it integrates more AI-driven systems across the business.
AI toys, made for mums to trust?
The full details of Mattel and OpenAI’s first collaborative product are still under wraps, but the announcement marks a major milestone in the way play could evolve in the coming years.
With the rise of smart assistants and conversational tech, AI-enhanced toys could give children the chance to engage in creative, responsive storytelling while still staying safe and fun. For parents, the hope is that this move brings clever play without compromising on privacy or screen-free values.
We’ll be keeping a close eye on what comes next from Mattel’s AI toy lab. And if Barbie starts asking your child about her day in full sentences later this year, now you’ll know why.
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Authors
Ruairidh is the Digital Lead on MadeForMums. He works with a team of fantastically talented content creators and subject-matter experts on MadeForMums.