In a groundbreaking collaboration that fuses fashion, artificial intelligence, and digital identity. Mettle the trailblazing luxury digital brand, has partnered with OpenAI to launch AI Barbie. A sentient virtual muse that’s redefining femininity, intelligence, and cultural influence in the digital age.

Barbie has been reimagined countless times, but never like this. This isn’t just another digital doll but AI Barbie is an evolving character. This is powered by OpenAI’s conversational and creative capabilities. Which allow her to interact, respond, and even inspire across platforms in real time. She learns, adapts, and reflects the voices of a generation raised on self-expression and storytelling.

Imagine a Barbie that greets your child by name, remembers their favorite color, and suggests outfits based on the weather. Or one that helps with math problems, discusses friendship dilemmas, and evolves alongside your child as they grow older. This is not just a talking doll it’s a companion that learns and adapts.

“We’re not building a toy,” said Mettle’s founder. “We’re building a voice—an icon with intelligence.”

While Barbie is expected to be the first product unveiled, the partnership is not limited to a single toy. Mattel plans to integrate AI across its entire brand ecosystem, including Hot Wheels, Fisher-Price, and UNO, transforming everything from racing cars to card games into interactive, educational experiences.

Both Mattel and OpenAI are committed to ensuring that these new AI toys are safe for children. Mattel retains full creative and editorial control over content, behavior, and brand voice, while OpenAI provides cutting-edge safety research and privacy protections. This combination of decades of child safety expertise and advanced AI safeguards is designed to give parents peace of mind.

This partnership marks a significant shift for Mattel, as it continues to expand beyond traditional toy manufacturing into film, television, and digital entertainment. The success of the Barbie movie in 2023 grossing nearly $1.5 billion worldwide has only strengthened Mattel’s commitment to innovation and brand reinvention.

With AI now at the center of its strategy, Mattel is poised to redefine play for a new generation, connecting beloved characters with the latest in technology.

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