Mattel has officially joined forces with OpenAI to explore the potential of the company’s newly enhanced Sora 2 AI video model, marking a major step forward in merging artificial intelligence with creative toy design.

During OpenAI’s Developer Day 2025, CEO Sam Altman announced that Mattel is one of the first companies to experiment with Sora 2 through the OpenAI API, using it to accelerate concept visualization and product development.

“Mattel has been an incredible partner, testing how the Sora 2 AI video model can turn sketches into vivid, shareable video concepts,” Altman said. “Their designers can now move from an idea to a visual prototype faster than ever before.”

The collaboration demonstrates how AI-generated video tools are reshaping industries beyond tech — extending into consumer products and creative design. By leveraging Sora 2’s advanced video generation capabilities, Mattel aims to reimagine how its iconic toy brands, including Barbie and Hot Wheels, evolve in the digital age.

OpenAI’s latest innovations, including Sora 2, are part of the company’s continued efforts to push the boundaries of multimodal AI. Three years after launching ChatGPT, OpenAI remains at the forefront of artificial intelligence, blending creativity and technology in ways that were once unimaginable.

However, Altman’s ambitious expansion of AI technologies — from video generation to interactive tools — has also sparked debate among investors and industry observers about whether the rapid pace of AI development could lead to a potential bubble.