Jun 12, 2025 - Technology

Scoop: Mattel is still deciding what its first AI toy will be

Ina Fried

A general view of a Mattel sign at the Mattel Inc. Showroom — Photo: Dario Cantatore/Getty Images

Mattel is teaming up with OpenAI to create AI-enabled toys, but don't expect to unwrap a ChatGPT Barbie this winter holiday, a source tells Axios.

Between the lines: Mattel hasn't decided if its first AI product will be a toy, a "digital experience" or something else — and hasn't picked which brand to start with.

Driving the news: OpenAI and Mattel on Thursday announced a partnership to give Mattel workers access to ChatGPT Enterprise and collaborate on "AI-powered products and experiences."

Zoom in: A small team at Mattel's El Segundo, California headquarters is working on the project, which is still in its early stages, the source said.

Mattel hopes to reveal its first AI product this year, but it likely won't hit shelves until later, the source said.
One thing is clear: The first product won't be for kids under 13 — a move that helps Mattel avoid stricter regulations and sidestep criticism over marketing AI to young children.

Zoom out: This isn't the company's first foray into AI. As Axios first reported earlier this year, Mattel has been using Google's AI tools to help assess feedback and spot issues more quickly.

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Scoop: Mattel is still deciding what its first AI toy will be

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