Jakarta, INTI – The world of children’s toys is about to enter a new era.The developer of ChatGPT, OpenAI, and the renowned toy maker Mattel have officially announced a strategic partnership to develop two of Mattel’s most prominent brands, Barbie and Hot Wheels, by integrating artificial intelligence (AI) technology. The announcement was made on June 12, 2025, through a joint official statement.
A New Dimension of Play: AI in the Toy World
The collaboration between OpenAI and Mattel aims to deliver more interactive and intelligent play experiences for children. Through generative AI technology, including the use of ChatGPT Enterprise, Mattel plans to develop products that combine education and entertainment in one seamless experience.
“OpenAI is partnering with Mattel to bring a new dimension of AI-powered innovation and wonder to Mattel’s iconic brands,” OpenAI wrote on its official website. Mattel confirmed that all AI features integrated into their products will be age-appropriate, safe, and privacy-conscious.
Child Safety as the Top Priority
A key focus of this collaboration is ensuring that the smart play experiences are not only innovative but also safe and responsible. Mattel emphasized that user safety and privacy especially for children will be central to every product developed under this partnership.
Josh Silverman, Chief Franchise Officer of Mattel, stated that the collaboration would include both physical toys and immersive “experiences.” However, no further details were provided about the exact form these experiences will take.
AI Tools for Internal Creative Development
In addition to creating smart toy products, the partnership also grants Mattel’s internal teams access to various OpenAI tools. This includes ChatGPT Enterprise, which will be used to support creative ideation and product development processes.
The goal is to combine Mattel’s creative imagination with the intelligent processing power of AI, encouraging innovation from within the company.
First AI Toy to Launch by the End of the Year
Although no specific products have been revealed whether it's a Barbie that can talk using AI or an interactive Hot Wheels car both Mattel and OpenAI confirmed that the first product of their collaboration is expected to be announced by the end of 2025.
This collaboration marks a significant milestone in the evolution of the global toy industry, blending creativity, technology, and social responsibility into one unified vision.
OpenAI Also Developing an AI-Based Gadget to Replace Smartphones
In parallel with its partnership with Mattel, OpenAI is also working on a new AI-powered gadget that could potentially replace smartphones. This device is being co-developed with Jony Ive, the former head of design at Apple, best known for his work on the iPhone.
According to OpenAI CEO Sam Altman, the device will utilize generative AI to simplify complex user interactions. It will emphasize voice commands and feature an intuitive interface, minimizing the need for typing or touch inputs.
Conclusion
This collaboration between OpenAI and Mattel marks a new chapter in how children interact with toys, no longer just passive objects but intelligent companions that can respond and engage. With a strong focus on safety and privacy, the partnership serves as a positive example of how AI can be responsibly integrated into everyday life from the living room to the hands of children.
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