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Toy giant Mattel has partnered with OpenAI to test its next-generation AI video model, Sora 2, marking a significant step in integrating artificial intelligence into the toy design creative process, Reuters reports.
OpenAI CEO Sam Altman announced the collaboration on Monday, October 6, at the company’s Developer Day conference. Mattel is using Sora 2’s API to accelerate product ideation and development. “Mattel is a fantastic partner, testing Sora 2’s API with us and exploring how to bring product ideas to life more rapidly,” Altman said. “A designer can now start from a single sketch and instantly transform those early concepts into a visual result they can watch, share, and get feedback on.”
For Mattel — the company behind Barbie, Hot Wheels, and Fisher-Price — this partnership represents a major leap in using generative AI to enhance creativity and shorten design cycles. The 80-year-old toy manufacturer has been actively exploring cutting-edge technologies to maintain its lead in the rapidly evolving toy industry. For OpenAI, the Mattel deal underscores how its AI tools are expanding beyond traditional tech sectors, demonstrating how creative industries can use generative models to conceive, prototype, and refine ideas in real time.
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