Mattel Files New Trademarks as AI Partnership with OpenAI Signals Next Era of Play
Jun/12/2025
On June 10, Mattel filed new U.S. trademark applications for FORMUL8R and ROCK ’EM SOCK ’EM ROBOTS, the former for toy vehicles and the latter for branded accessories like pet clothing, backpacks, and tote bags—signaling a broader merchandising push behind its storied IP. These filings arrive as the toymaker embarks on a pioneering collaboration with OpenAI to integrate generative AI into both product development and consumer experiences. While details remain scant, the alliance will reportedly yield the first AI-powered product later this year and includes internal access to ChatGPT Enterprise for Mattel teams. As the company evolves from toy manufacturing to a diversified media and tech enterprise—with cinematic ventures like Barbie and digital gaming ambitions—this partnership may embed AI at the heart of Mattel’s strategy to revitalize and scale its iconic franchises. Notably, Mattel retains full control of its intellectual property under the agreement, underscoring a cautious but forward-leaning approach to innovation. The following visualisation shows detailed information about Mattel's new trademarks.
