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

This partnership marks new territory for OpenAI, which has signed licensing deals with news publishers and enterprise players, but never a toymaker. However, it’s consistent with the AI giant’s overall strategy of embedding itself across industries, and it might give OpenAI a foothold in Mattel’s growing entertainment arm.

The iconic toymaker delighted grown-up audiences in 2023 when it released the blockbuster “Barbie” movie. The company is currently working on films based on other toys like Hot Wheels, Polly Pocket, Barney, UNO, and Masters of the Universe, and has a range of animated and live-action content for TV. Mattel is also pushing into digital gaming, and expects to launch its first self-published game in 2026, per the company’s first-quarter earnings report.

TechCrunch has reached out to Mattel to learn more about whether OpenAI’s technology will play a role in that launch.

Details of the deal are otherwise sparse. The two expect to announce their first “AI-powered product” later this year, with the goal of enhancing “fan engagement in a safe, thoughtful, and responsible way.”

“As a central part of this collaboration, Mattel and OpenAI will emphasize safety, privacy, and security in the products and experiences that come to market,” Mattel said in a statement.

Josh Silverman, chief franchise officer at Mattel, told Bloomberg that the product would be “across the spectrum of physical products and some experiences.” He added that Mattel isn’t licensing its IP to OpenAI as part of the deal and remains in full control of the products being created.

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As part of the deal, Mattel employees will also get access to OpenAI tools like ChatGPT Enterprise to “enhance product development and creative ideation.”

“Each of our products and experiences is designed to inspire fans, entertain audiences, and enrich lives through play,” Josh Silverman, chief franchise officer at Mattel, said in a statement. “AI has the power to expand on that mission and broaden the reach of our brands in new and exciting ways. Our work with OpenAI will enable us to leverage new technologies to solidify our leadership in innovation and reimagine new forms of play.”

Whether that means a ChatGPT-powered Barbie or just faster scriptwriting, Mattel’s decades-old brands are getting their next-gen boost.

OpenAI and Barbie-maker Mattel team up to bring generative AI to toymaking, other products