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

Mattel has teamed up with OpenAI to develop toys and games with artificial intelligence, and expects to launch its first AI-powered product later this year, the Barbie-maker said on Thursday. The company,

The partnership aligns with Mattel’s strategic shift under CEO Ynon Kreiz, a former entertainment executive who has prioritized intellectual property monetization since taking over in 2018. A key focus has been expanding into film and television, most notably with the 2023 blockbuster Barbie.