Barbie Gets a Brain: Mattel and OpenAI Team Up for AI-Powered Toys in 2025
Revolutionizing Play: Mattel’s AI Adventure with OpenAI Begins

Hold onto your Hot Wheels, toy fans—Barbie’s about to become the smartest doll on the block! Mattel, the genius behind Barbie, Hot Wheels, and Uno, has partnered with OpenAI to bring artificial intelligence to the playroom, with their first AI-powered product set to launch later this year. Announced on June 12, 2025, this collaboration is ready to revolutionize playtime, blending Mattel’s iconic brands with cutting-edge tech. Here’s the scoop, packed with facts and a dash of wit, straight from the internet’s hottest buzz.
Mattel’s diving headfirst into AI at a pivotal moment for the toy industry, which is navigating shaky demand amid economic shifts and changing trade policies. Instead of playing it safe, Mattel’s betting big on innovation to keep fans engaged. Teaming up with OpenAI, the brains behind ChatGPT, they’re crafting toys that promise interactive, age-appropriate fun with a laser focus on safety and privacy. Think a Barbie that might chat with advanced voice tech, dishing out stories or sassy life advice, or Hot Wheels tracks that respond to voice commands for next-level races. Details are scarcer than a collector’s edition Barbie, but the goal is to supercharge play with tools like ChatGPT Enterprise, boosting both toys and internal creativity.
