Mattel has entered a collaboration with OpenAI to integrate AI capabilities into its iconic brands and business operations. The partnership enables the global toy and family entertainment company to leverage OpenAI's technology for reimagining fan experiences while deploying ChatGPT Enterprise across business operations to enhance product development, creative ideation, and drive innovation.
The collaboration marks OpenAI's first partnership of this kind with a major toy manufacturer. Mattel, with more than 80 years of experience in creating products and experiences, aims to expand its mission of inspiring fans and enriching lives through play by incorporating AI-powered innovations. The company plans to introduce thoughtful AI-powered experiences and products into its brand portfolio while maintaining its focus on safe, positive experiences for consumers.
ChatGPT Enterprise deployment spans Mattel's business operations with specific applications in product development and creative ideation processes. The implementation supports the company's goal to deepen engagement with fans globally while solidifying its leadership position in innovation within the toy and entertainment industry.
"Each of our products and experiences is designed to inspire fans, entertain audiences, and enrich lives through play. AI has the power to expand on that mission and broaden the reach of our brands in new and exciting ways," said Josh Silverman, chief franchise officer of Mattel. "Our work with OpenAI will enable us to leverage new technologies to solidify our leadership in innovation and reimagine new forms of play."
"We're pleased to work with Mattel as it moves to introduce thoughtful AI-powered experiences and products into its iconic brands, while also providing its employees the benefits of ChatGPT," said Brad Lightcap, chief operating officer at OpenAI.
The partnership provides Mattel access to advanced AI capabilities alongside productivity and creativity tools for company-wide transformation at scale. Implementation focuses on enhancing existing business processes while exploring new AI-powered product and experience development opportunities across Mattel's brand portfolio.
The collaboration demonstrates enterprise AI adoption in traditional manufacturing sectors, emphasising thoughtful integration approaches that maintain brand safety standards. Success factors include balancing innovation opportunities with established consumer trust relationships while scaling AI capabilities across global operations and diverse product lines.