Mattel Inc., the El Segundo-based toymaker brand, is bringing its iconic portfolio of Barbie, Hot Wheels and Uno to OpenAI.

OpenAI, a technology company known for its early-to-market generative artificial intelligence models like ChatGPT, announced a partnership with Mattel in mid-June. The collaboration, still in its early stages, will allow Mattel to use some of its flagship characters to create generative AI content.

“AI has the power to expand on that mission and broaden the reach of our brands in new and exciting ways,” Josh Silverman, Mattel’s chief franchise officer, said in a statement. “Our work with OpenAI will enable us to leverage new technologies to solidify our leadership in innovation and reimagine new forms of play.”

First of its kind

It’s difficult to know exactly what will come out of this collaboration, in part because it’s the first of its kind.

OpenAI announced a partnership with Microsoft Corp. in 2019, and the company has since announced similar collaboration deals with an array of organizations including Arizona State University, Apple Inc., and the Associated Press. Mattel is OpenAI’s first foray into the world of toymaking and childhood entertainment.

“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,” Brad Lightcap, the chief operating officer at OpenAI, said in a statement. “With OpenAI, Mattel has access to an advanced set of AI capabilities alongside new tools to enable productivity, creativity, and company-wide transformation at scale.”

Mattel’s strategy for its valuable intellectual property got a revamp in 2018 when Ynon Kreiz became the chief executive. Under his lead, Mattel has branched into other forms of entertainment, stretching its toy brands into movies, video games, theme parks and competitions.