The toymaker and ChatGPT developer are teaming up to develop toys and games that incorporate artificial intelligence.

Barbie-maker Mattel and OpenAI have teamed up to bring generative AI to the toy-making and ever-expanding pipeline of IP repackaging.

The partnership aligns with Mattel’s strategic shift under CEO Ynon Kreiz, a former entertainment executive who has prioritized intellectual property monetization since taking over in 2018. A key focus has been expanding into film and television, most notably with the 2023 blockbuster Barbie.