Mattel has inked a new deal with LA-based software developer OpenAI to create AI-powered consumer products and experiences based on its iconic toy brands.

The toyco will initially leverage OpenAI’s expertise to design, develop and launch new interactive toys, the first of which it expects to unveil later this year. As a core part of this collaborative effort, the two companies will also work together to ensure that the new AI-infused products don’t jeopardize consumer safety, privacy or security—a key concern of parents and families. 

This partnership is part of Mattel’s ongoing strategy to adopt technologies that help solidify its leadership position in the industry and expand the reach of its brands in new and exciting ways, says chief franchise officer Josh Silverman. On its own, the company has tested the tech’s capabilities over the last two years, including developing the board game Pictionary Vs. AI and using Adobe’s Firefly software on packaging concepts for select Barbie doll releases. 

In addition to using AI in its toys, Mattel will also incorporate OpenAI’s ChatGPT Enterprise software into its back-end processes in a bid to enhance its business operations, improve its product development systems and seek out new whitespace opportunities in the market.