AI Barbie Dolls Could Change Playtime Forever

When Randy Newman sang “You Got a Friend in Me” in the soundtrack for Pixar’s Toy Story, he captured a feeling that every child understands—the deep and often unspoken bond between kids and their toys. Whether plastic, plush, or pixels on a screen, these toys have always lived in the space between imagination and reality, where fantasy feeds emotional development.

But what happens when a child’s imagination no longer has to do any heavy lifting because their toys actually talk back?

Mattel, the world’s largest toy company, has partnered with OpenAI to make that a reality. In June, the companies announced a collaboration to “bring a new dimension of AI-powered innovation and magic to Mattel’s iconic brands.” While the companies haven’t yet released specific product plans, it seems possible that parents will soon be able to buy an AI-powered Barbie that can hold genuine conversations with their children. We’re not talking about canned phrases, like Buzz Lightyear’s “To infinity and beyond!” at the press of a button, but something more akin to our experiences with ChatGPT. An AI Barbie would be able to listen, remember, respond, and adapt.

It’s a moment that feels both magical and unsettling. In a bid to innovate playtime, Mattel is tapping into one of the most powerful technologies of our era and bringing it directly into children’s bedrooms. With a smiling face and a silicon brain, there’s a good chance that an AI Barbie could become a child’s first emotionally responsive companion outside of the family, offering comfort, curiosity, and conversation on demand. But what are we teaching our children about friendship, empathy, and emotional connection if their first “real” relationships are with machines?

The History of Interactive Toys

At first glance, the idea of a toy that truly listens—one that remembers a child’s favorite story, asks thoughtful questions, and offers gentle encouragement—feels like a good thing.

For decades, toy designers have tried to simulate meaningful interaction with children. In the 1960s, Mattel’s Chatty Cathy was marketed as the first talking doll, with pre-recorded phrases like “I love you,” and “Let’s play school.” In the ‘80s, a storytelling animatronic bear called Teddy Ruxpin made its way into the hands of children around the world, moving its mouth and eyes in sync with cassette tapes. In 1998, Furbies were under Christmas trees everywhere; these interactive dolls created the impression that they were “learning” language over time. More recently, in 2014, a Bluetooth-enabled doll called My Friend Cayla used voice-to-text capabilities and search engines to answer questions—attracting criticism over privacy concerns and eventually leading German regulators to instruct parents to destroy the dolls.

With generative AI models now capable of producing fluid, context-rich dialogue, Mattel’s new vision is a toy that grows with the child, holds personalized…