Barbie, UNO to get tech makeover? Mattel partners with Sam Altman’s OpenAI to bring AI-powered products
AI-based services, studio Ghibli images and now games including AI-strong toys, childhood staples such as Barbie and Uno?
Barbie-Macer Mattel met with Sam Altman LED Company Openai to develop artificial intelligence to develop toys and games. The company said on Thursday that the first of artificial intelligence -supported products are planned to hit the shelves this year.
Known for its iconic hot wheels and UNO cards, Mattel plans to bring the spell of AI to the age experiences for age with its innovation, privacy and security emphasis, ”Mattel said.
Toy industry in complex
Mattel-Openeai partnership comes with the stagnant demand of toy producers, consumers tighten their budgets due to the economic uncertainty triggered by US President Trump’s developing trade policies.
A few toy producers in the USA slowed down the innovation due to tariffs and encountered increased production costs, leaving employees to navigate with many postponement launchs.
Last year, Mattel is based on producing films, TV shows and mobile games based on products such as Hot Wheels and Barbie, and balanced a slowdown in basic toy business.
According to A Wall Street Journal Report, Trump’s increase in China in April 2025 to 145% triggered a crisis for baby manufacturers-Shaven stopped production or raised prices, the authorities gave a temporary reprieve. Since most babies sold in the US are made, consumers are expected to see less and more expensive babies in this Christmas.
‘… transform how we created, imagine, innovation’
As part of the partnership, Mattel will also use tools such as Chatgpt Enterprise to increase creativity throughout the company and facilitate operations.
By touching Openai’s AI skills, Sam Altman LED aims to redesign how fans can carefully experience and interact with fans carefully to provide positive and enriching experiences.
Openai COO Brad Lightcap said, with Openai, we open the lock of the vehicles that will transform what we have created, dreaming and innovation behind both children and the curtain. ”
Mattel to increase prices
Last month, Mattel withdrew its annual estimation and said it would increase prices in some products sold in Turkey to reduce higher supply chain costs.
