Barbie maker Mattel and OpenAI partner to develop AI-powered toys

Barbie maker Mattel is partnering with OpenAI to develop generative AI-powered toys and games, as the new technology disrupts a wide range of industries, Mattel announced Thursday. 

Mattel billed the alliance as a "strategic collaboration to support AI-powered products and experiences based on Mattels' brands." It added that the pair would likely announce their first product later this year, as the toymaker strives to get ahead of the AI curve.

The collaboration will combine Mattel's most well-known brands — including Barbie, Hot Wheels, American Girl and more — with OpenAI's generative AI capabilities to develop new types of products and experiences, the companies said.