Boosted Barbie in Chatgpt? Openai and Mattel sign a deal, the toys will no longer be as before

The collaboration between companies is starting with major changes in the children’s toys market. Josh Silverman, director of Mattel, said in a statement that “Thanks to our partnership with Openai, we will be able to use emerging technologies in order to strengthen our avant-garde position and imagine new ways of playing.”

AI will be integrated into Mattel toys

On the other hand, Mattel did not specify which products will have the AI. According to Axiosan internal source confirms that we should not expect a boosted barbie at Chatgpt for Christmas 2025.

Always according to Axiostoys boosted at AI will not be intended for children under the age of thirteen. The limitation imposed by Mattel puts on the features track which require a certain maturity.

In addition to the products, Mattel employees now have access to Chatgpt Enterprise for “Optimizing product design, enriching the creative process, promoting innovation and strengthening connection with its audience.”

In other words: when AI is not directly integrated into toys, technology is used for the creation of products. The goal is to optimize the design process. As a reminder, Mattel has already used Bigquery, Google IA database, to analyze negative feedback on a product last year. The technology made it possible to identify and then quickly correct the faults.

The collaboration between Mattel and Openai is preparing a revolution in the toy industry. AI could redefine interactions between children and toys. The company seeks to strengthen its position by establishing itself as a precursor.