logo
logo

Mattel Partners with OpenAI to Create Generative AI Content Using Iconic Characters.

Jul 14, 2025•10 days ago

Contract Type

partnership

El SegundoManufacturingGaming

Description

Mattel Inc. has entered a partnership with OpenAI to explore the integration of generative AI within its beloved toy brands. This collaboration will enable the creation of AI-powered experiences and products, leveraging the strengths of both companies in innovative ways.

Company Information

Company

Mattel

Location

El Segundo, California, United States

About

Mattel is a leading global toy and family entertainment company and owner of one of the most iconic brand portfolios in the world. We engage consumers and fans through our franchise brands, including Barbie®, Hot Wheels®, Fisher-Price®, American Girl®, Thomas & Friends™, UNO®, Masters of the Universe®, Matchbox®, Monster High®, MEGA® and Polly Pocket®, as well as other popular properties that we own or license in partnership with global entertainment companies. Our offerings include toys, content, consumer products, digital and live experiences. Our products are sold in collaboration with the world’s leading retail and ecommerce companies. Since its founding in 1945, Mattel is proud to be a trusted partner in empowering generations to explore the wonder of childhood and reach their full potential.

Agreement Insights

Based on industry data
Strategic partnership established
Partnership agreements typically involve technology integration and joint go-to-market strategies
Contract momentum indicator
Companies with recent agreements are 2.3x more likely to make additional purchases within 6 months

Related People