Barbie-maker Mattel and OpenAI have teamed up to bring generative AI to the toymaking and ever-expanding pipeline of IP repackaging.

A trailblazing new partnership will bring AI power to bestselling toys. Mattel announced on Thursday that it had signed a deal with OpenAI to bring ChatGPT to its "iconic" toys. The toymaker is the company behind popular items,

Mattel has teamed up with OpenAI to develop AI-integrated toys, set to launch later this year. This initiative focuses on creating safe, age-appropriate play experiences while addressing economic challenges and operational costs in the toy industry.