Barbie and Hot Wheels Get AI Upgrade as Mattel Partners with ChatGPT
The first AI-infused product is expected to launch by the end of 2025, though it will reportedly be marketed only to users aged 13+
Mattel is diving into the AI toy space in a big way. The company has announced a strategic partnership with OpenAI to integrate ChatGPT into its iconic brands like Barbie, Hot Wheels, and American Girl. The goal? To create AI-powered toys and games that offer interactive, age-appropriate experiences while emphasizing privacy and safety.
This includes both physical toys and digital experiences, aiming to make playtime more interactive, imaginative, and personalized.
The first AI-infused product is expected to launch by the end of 2025, though it will reportedly be marketed only to users aged 13 and up—likely due to OpenAI’s age restrictions. Mattel says it wants to bring the “magic” of AI to playtime, but critics are raising concerns about how these toys might affect children’s development, social skills, and privacy.
Beside the toys, Mattel employees will also get access to ChatGPT Enterprise to boost creative ideation and streamline product development.
While exact details are still under wraps, the Mattel’s goal is to:
- Enhance fan engagement through interactive storytelling and play.
- Use ChatGPT to power conversations or guide experiences within toys.
- Possibly integrate AI into digital games and content creation, including upcoming films and shows.
Interestingly, this isn’t Mattel’s first AI rodeo. Back in 2015, its “Hello Barbie” doll faced backlash over privacy issues. This time, the company is promising tighter safeguards and more thoughtful design.
It’s a bold move that could reshape how kids interact with toys—but it also opens up a whole new conversation about the role of AI in childhood.
Besides Mattel, LEGO has also been experimenting with AI in its digital platforms, including AI-assisted storytelling and coding kits like LEGO Mindstorms. While not directly using ChatGPT, they’ve explored AI for educational play.
Global toy company Hasbro, which is best known for iconic brands like Monopoly, Nerf, Transformers, My Little Pony and Play-Doh, also partnered with Xplored to launch Dungeons & Dragons: Digital Play, blending AI with tabletop gaming. The company also dabbled in AI for character voice-overs and interactive content.