Mattel Inc. (NASDAQ:MAT) saw its stock edge 1.2% higher following the announcement of a strategic alliance with OpenAI, aimed at developing artificial intelligence-driven products and experiences rooted in Mattel’s well-known brands.
The collaboration brings together Mattel’s deep heritage in toy-making and family entertainment with OpenAI’s cutting-edge AI capabilities. The companies plan to co-create innovative, age-appropriate play experiences while prioritizing safety, privacy, and responsible technology use.
As part of the partnership, Mattel will integrate OpenAI’s enterprise tools—including ChatGPT Enterprise—into its internal operations to support product development, creative brainstorming, and customer engagement. The initiative reflects Mattel’s ambition to harness AI to shape next-generation consumer products.
“Our mission has always been to inspire and entertain through play,” said Josh Silverman, Chief Franchise Officer at Mattel. “By integrating AI, we can extend that mission in powerful new directions and reach even more families worldwide.”
OpenAI Chief Operating Officer Brad Lightcap added, “We’re excited to partner with Mattel as it begins delivering thoughtful, AI-enhanced experiences through its globally recognized brands—and to help their teams work smarter with tools like ChatGPT.”
The two companies plan to roll out their first collaborative product later this year. Mattel, which has earned the trust of families over its eight-decade history, reaffirmed its commitment to introducing new technologies in a careful, family-first manner.