The Barbie, Hot Wheels and Polly Pocket creator says it will use OpenAI’s technology to “bring the magic of AI to age-appropriate play experiences with an emphasis on innovation, privacy, and safety”. Their first product is expected to be announced later this year.

In April last year, Mattel announced its intentions to use AI across its business as a cost-saving measure, with a team dedicated to AI efforts. CEO Ynon Kreiz told analysts the company planned to use AI to develop and integrate products. Mattel’s goal was to save $200 million in costs by 2026.

The first AI-powered product could launch later this year.