AsianFin -- Mattel, the company behind iconic toy brands like Barbie, Hot Wheels, and Uno, is partnering with OpenAI to integrate artificial intelligence into its products, the two companies announced on Thursday.

The collaboration aims to “bring the magic of AI to age-appropriate play experiences with an emphasis on innovation, privacy, and safety,” Mattel said in a statement.

While the specifics remain under wraps, the first AI-enabled toy is slated to launch later this year.

Importantly, Mattel will maintain full control over its intellectual property throughout the partnership. “We are not handing over our IP,” said Josh Silverman, Mattel’s chief franchise officer, in an interview with Bloomberg.