Mattel has partnered with OpenAI to use the Sora 2 AI video model for creating content around its toy brands. The collaboration marks a significant corporate adoption of generative AI video technology for commercial production.
The toymaker plans to leverage Sora 2 to generate video content for brands including Barbie, Hot Wheels, and Polly Pocket. OpenAI’s latest video model can create short clips from text prompts.
Mattel joins a growing list of entertainment companies experimenting with AI video generation. The partnership comes as studios and brands seek cost-effective content creation methods while navigating creative and copyright concerns.
OpenAI announced Sora 2 and introduced a standalone Sora app in the U.S. and Canada; at DevDay on Oct. 6, CEO Sam Altman highlighted new enterprise partnerships including Mattel.
For Mattel, the move signals a broader digital transformation strategy. The company has been expanding its entertainment division, with multiple film and streaming projects in development.
The partnership raises questions about AI’s role in creative industries. While the technology promises efficiency gains, it continues to face scrutiny from artists and creators concerned about job displacement and intellectual property rights.
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