A trailblazing new partnership will bring AI power to bestselling toys.

Mattel revealed on Thursday that it has partnered with OpenAI to incorporate ChatGPT into its well-known toys. Mattel is the creator of beloved products such as Barbie, Hot Wheels, and UNO, among others.

OpenAI’s Chief Operating Officer, Brad Lightcap, expressed his excitement about collaborating with Mattel. He said, “We’re thrilled to join forces with Mattel as they integrate AI-driven experiences into their legendary brands, providing ChatGPT’s benefits to both their products and employees.”

^{Barbie dolls. Photo by Tom Starkweather/Bloomberg via Getty Images}

As reported by TechCrunch, this partnership marks a first for OpenAI, which has previously collaborated with companies like Reddit and Google, but never a toymaker. This deal also marks Mattel’s initial foray into working with an AI company. Additionally, Mattel plans to use ChatGPT Enterprise within its business, enabling employees to utilize the chatbot for designing new products.

The partnership is in its early stage, with its first product expected to be announced later this year. Lightcap and Mattel’s Chief Franchise Officer Josh Silverman told Bloomberg that Mattel could use AI to create digital assistants based on characters like Polly Pocket or to enhance games like UNO.

“It’s really across the spectrum of physical products and some experiences,” Silverman told the outlet, while also noting that Mattel isn’t licensing its intellectual property to OpenAI, and it retains full ownership of the products being created.

Mattel is pushing into digital gaming and intends to launch its first self-published game next year.

Meanwhile, OpenAI is planning a broader push into physical products.

Last month, the ChatGPT-maker announced its biggest deal yet with its plans to acquire io, a startup created by former Apple designer Jony Ive, for $6.4 billion. The deal brings Ive and his 55-person team over to OpenAI to work on hardware embedded with ChatGPT, which could include headphones and devices with cameras, according to a Wall Street Journal report.

OpenAI is worth $300 billion after a record fundraising round in April. Mattel had a market cap of $6.23 billion at the time of writing.