Mattel, the global leader in toys and family entertainment with over 80 years of history, is partnering with OpenAI to infuse its beloved brands with new AI-powered experiences. Known for creating timeless products that inspire imagination and joy, Mattel aims to expand its creative reach by integrating OpenAI’s advanced artificial intelligence technologies—ensuring these innovations are safe, thoughtful, and enriching for fans of all ages. “Each of our products and experiences is built to inspire, entertain, and enrich lives through play,” said Josh Silverman, Mattel’s chief franchise officer. “AI has the potential to amplify that mission, opening up exciting new ways for fans to connect with our brands. This collaboration with OpenAI will help us lead in innovation and reimagine the future of play.” The partnership marks a significant step in Mattel’s digital transformation. As part of the initiative, the company is rolling out ChatGPT Enterprise across its operations to boost productivity, accelerate product development, and fuel creative ideation. By leveraging OpenAI’s tools, Mattel’s teams can explore new ideas faster, streamline workflows, and bring fresh, engaging experiences to life at scale. Brad Lightcap, OpenAI’s chief operating officer, highlighted the mutual benefits of the collaboration. “We’re excited to work with Mattel as it introduces thoughtful, AI-driven experiences into its iconic brands,” Lightcap said. “At the same time, Mattel’s employees are gaining access to powerful tools that enhance creativity, efficiency, and innovation across the organization.” This first-of-its-kind alliance reflects a growing trend of major consumer brands harnessing AI to deepen fan engagement and modernize their creative processes. For Mattel, the goal is not just to adapt to new technology, but to use it to strengthen the emotional connection between its brands and the next generation of fans—while staying true to its legacy of safe, imaginative play.