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![Adweek Avatar](https://lunarcrush.com/gi/w:24/cr:twitter::30205586.png) ADWEEK [@Adweek](/creator/twitter/Adweek) on x 676.2K followers
Created: 2025-06-12 16:58:22 UTC

Barbie is getting an AI upgrade as Mattel partners with OpenAI to develop smart toys using their technology, marking a new chapter for the iconic brand.

![](https://pbs.twimg.com/card_img/1933206799223500800/mJlPM32u?format=jpg&name=600x314)

XXXXXXX engagements

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[$mat](/topic/$mat)

[Post Link](https://x.com/Adweek/status/1933207258365579320)