The Barbie, Hot Wheels and Polly Pocket creator says it will use OpenAI’s technology to “bring the magic of AI to age-appropriate play experiences with an emphasis on innovation, privacy, and safety”. Their first product is expected to be announced later this year.

Mattel is working with OpenAI to create AI-powered toys and games, with the first product - likely an AI Barbie - expected later this year

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