Mattel stock rises after strategic AI collaboration with OpenAI
Investing.com | Editor Luke Juricic
Published Jun 12, 2025 09:28AM ET
Investing.com -- Mattel Inc (NASDAQ:MAT) stock rose 1.2% after the global toy company announced a strategic collaboration with OpenAI to develop AI-powered products and experiences based on Mattel's iconic brands.
The partnership will combine Mattel's expertise in toys and family entertainment with OpenAI's advanced AI technology to create new experiences for consumers. Mattel emphasized that the collaboration will focus on age-appropriate play experiences with attention to innovation, privacy, and safety.
As part of the agreement, Mattel will incorporate OpenAI's tools like ChatGPT Enterprise into its business operations to enhance product development, creative ideation, and audience engagement. The company aims to leverage AI capabilities to power the development of consumer products and experiences.
"Each of our products and experiences is designed to inspire fans, entertain audiences, and enrich lives through play. AI has the power to expand on that mission and broaden the reach of our brands in new and exciting ways," said Josh Silverman, Chief Franchise Officer at Mattel.
Brad Lightcap, Chief Operating Officer at OpenAI, noted: "We're pleased to work with Mattel as it moves to introduce thoughtful AI-powered experiences and products into its iconic brands, while also providing its employees the benefits of ChatGPT."
The companies plan to develop a series of products and experiences together, with their first product expected to be announced later this year. Mattel, which has built trust with parents and families over its 80-year history, emphasized its commitment to adopting new technologies in a safe, thoughtful, and responsible manner.
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