Mattel, known for Barbie dolls and Hot Wheels cars, has partnered with OpenAI to utilize its artificial intelligence tools in designing and enhancing toys and other products under its brands.

The collaboration is in its early stages, with the first release expected later this year, according to Brad Lightcap, OpenAI’s COO, and Josh Silverman, Mattel’s Chief Franchise Officer.

This technology could lead to the development of digital assistants based on Mattel characters or enhance interactive toys and games like Magic eight Ball and Uno.

Mattel retains full control over the products being created and is not licensing its intellectual property to OpenAI, Silverman confirmed, with initial discussions starting late last year.

Mattel's CEO, Ynon Kreiz, aims to expand the company's scope beyond toy manufacturing to include films, TV shows, and mobile games based on its popular characters.

OpenAI has been engaging with companies possessing valuable intellectual property to assist in creating new products inspired by iconic brands.

OpenAI recently launched its latest model, o3-pro, known for its ability to analyze files, conduct online searches, and perform other tasks with high comprehensiveness, accuracy, and instruction-following capabilities.

Last year, OpenAI held meetings in Los Angeles with Hollywood entities to establish partnerships in the entertainment industry and promote the integration of its AI video generator, Sora, into filmmaking processes.

While no deals have been finalized with movie studios yet, OpenAI aims to build trust with Hollywood to explore potential collaborations in the future.