Mattel Inc. ($MAT) Stock: Jumps on OpenAI Partnership to Deliver AI-Powered Play Experiences

TLDR

Mattel teams with OpenAI to develop AI-powered toys and digital experiences Stock closed at $19.25; up 2.08% pre-market AI will enhance both Mattel’s products and internal operations Focus on child safety, privacy, and responsible AI use First AI product announcement expected later this year

Mattel Inc. (NASDAQ: MAT) closed at $19.25 on June 11, 2025, with a slight dip of 0.21%. Pre-market trading suggests a rebound, up 2.08% to $19.65 as of writing.

Mattel, Inc. (MAT)

The toy and family entertainment giant announced a significant strategic collaboration with OpenAI to integrate advanced artificial intelligence into its product lines and operations.

This move marks a pivotal step for Mattel as it looks to create AI-driven, age-appropriate play experiences across its globally recognized brands such as Barbie, Hot Wheels, and Fisher-Price. The partnership will enable Mattel to launch cutting-edge products while maintaining its longstanding commitment to safety, privacy, and responsible technology use.

.@Mattel and @OpenAI Announce Strategic Collaboration – https://t.co/UeT9Mu2Frd

— Matthew Policastro (@mpolicastro) June 12, 2025

 

Innovation in Play Experiences

By leveraging OpenAI’s technology, Mattel plans to deliver innovative, interactive toys that offer personalized and engaging experiences for children and families worldwide. AI-powered features are expected to revolutionize playtime, offering new ways for fans to connect with iconic brands like American Girl, Thomas & Friends, and Monster High.

The companies highlighted that their focus will remain on providing safe, secure, and private AI solutions tailored for young audiences. This emphasis aligns with Mattel’s legacy of trust earned over eight decades in the family entertainment industry.

Enhancing Business Operations with ChatGPT Enterprise

Beyond product innovation, Mattel will integrate ChatGPT Enterprise into its internal operations. The AI platform will assist in product development, creative ideation, and consumer engagement. OpenAI’s tools are designed to boost company-wide productivity and creativity while supporting Mattel’s mission to enrich lives through play.

OpenAI’s Chief Operating Officer, Brad Lightcap, noted the importance of responsible AI adoption in this partnership. Mattel’s use of OpenAI’s resources positions the company to stay at the forefront of technological transformation in the toy sector.

Future AI-Driven Products on the Horizon

Mattel’s Chief Franchise Officer, Josh Silverman, expressed enthusiasm about the collaboration’s potential to expand the company’s creative reach. He emphasized that AI could unlock new forms of play and deepen fan interaction with Mattel’s brands.

Both companies are already working on a series of AI-enabled products and experiences. The first offering under this partnership is expected to be revealed later this year, signaling the beginning of a new chapter in digital and physical play experiences.

About Mattel

Founded in 1945, Mattel remains one of the world’s leading toy and family entertainment companies. Its brands span toys, content, consumer products, and digital experiences. Through partnerships with major retailers and entertainment giants, Mattel continues to inspire generations of children worldwide.

 

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