Mattel Delays First OpenAI Product Beyond Holiday Season
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Key Facts
- Mattel confirms it will miss its original plan to announce an OpenAI product in 2025
- The Mattel and OpenAI partnership was revealed earlier this year to support AI-driven products and experiences
- The company says AI will support play, not replace it, and the first release is expected to target older users and families
Mattel is pushing back the debut of its first OpenAI-linked product, confirming it will not introduce anything tied to the collaboration during the holiday season. The delay marks a more measured approach for a toy giant that has been exploring how generative AI could extend its brands into new kinds of play, content, and interactive experiences without rushing into a high-risk moment of the retail calendar.
The partnership, announced earlier this year, left open whether the first result would be a physical toy, a digital experience, or something in between. Mattel is now signaling that the initial rollout will be designed with guardrails in mind, aligning the product with older audiences and families rather than younger children, and positioning AI as an enhancement that adds creativity and engagement instead of replacing traditional imagination-led play.
The timing shift lands as public scrutiny grows around how AI systems interact with younger users, putting pressure on consumer brands to prove safety, transparency, and intent before shipping AI features at scale. For Mattel, the delay suggests the company is prioritizing trust and long-term brand protection over speed, even if it means giving up a headline launch window and extending the timeline beyond 2025.
