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.

The toymaker and ChatGPT developer are teaming up to develop toys and games that incorporate artificial intelligence.