Barbie-maker Mattel and OpenAI have teamed up to bring generative AI to the toymaking and ever-expanding pipeline of IP repackaging.

In 2015, Mattel worked with startup ToyTalk on a doll known as Hello Barbie. The doll connected to the internet through Wi-Fi and could chat with children and even tell jokes. The toy maker also released Hello DreamHouse, which lit up parts of the house in response to voice commands.