Mattel, the maker of Barbie dolls and Hot Wheels cars, has signed a deal with OpenAI to use its artificial intelligence tools to design and in some cases power toys and other products ​based on its brands.

Mattel, the iconic maker of Barbie and other beloved toys, has partnered with OpenAI to bring generative AI technology into the toy industry and its expanding

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.