Mattel Taps OpenAI's Sora 2 to Fast Track Toy Design

By siliconindia  |  Tuesday, 07 October 2025, 11:08 IST

Mattel Taps OpenAI's Sora 2 to Fast Track Toy Design
  • Mattel partners with OpenAI to test AI video model Sora 2
  • Designers can turn sketches into visual prototypes instantly
  • Collaboration aims to speed up creativity and product development

Mattel has teamed up with OpenAI to explore how artificial intelligence can reshape toy design. The toy maker is now using OpenAI’s latest video model Sora 2 to turn rough sketches into realistic video prototypes, making the creative process faster and more visual than ever before.

The collaboration was announced by OpenAI CEO Sam Altman, at the company’s annual Developer Day. He said Mattel is testing Sora 2 through its API to help designers bring early product ideas to life in a matter of minutes. “They can start with a sketch and quickly turn concepts into something you can see, share, and react to”, Altman explained.

 For Mattel,  the company behind iconic brands like Barbie, Hot Wheels, and Fisher Price. The use of generative AI marks a big shift in how toys are imagined and developed. Instead of relying solely on traditional modeling and physical prototypes, teams can now experiment faster and visualize ideas in real time.

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This partnership also highlights how generative AI is moving beyond tech and into creative industries. By working with companies like Mattel, OpenAI is showing how AI tools can support innovation in design, storytelling, and product development.

The announcement is part of OpenAI’s broader push to expand its partner network, bringing its AI models into real world applications across different sectors.

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