Mattel is partnering with OpenAI to integrate advanced AI into its iconic toy brands like Barbie, Hot Wheels and Fisher-Price. This collaboration aims to create innovative, AI-powered products and play experiences, with a focus on safety and privacy for children. Mattel plans to use OpenAI's tools, including ChatGPT Enterprise, to streamline internal operations, enhance product development, and boost efficiency across the company. The first AI-powered toys are expected to be unveiled later this year, marking a significant step in Mattel's transformation into a digital-first entertainment company.
By leveraging OpenAI's AI technology, Mattel intends to develop interactive toys that can adapt to a child's developmental needs, fostering personalised and imaginative play experiences. These AI-driven toys will feature ChatGPT-driven interactions, adaptive storytelling, and smart learning experiences. Mattel is also implementing stringent privacy and safety regulations, giving parents control over AI settings to monitor interactions and customise features for their children's safety.
This partnership underscores the growing trend of consumer brands adopting generative AI to reshape traditional industries. The global AI toy market is projected to grow significantly, outpacing the broader toy industry. Mattel's move represents the latest chapter in its history of adapting to market shifts through technology, aiming to increase customer engagement and extend the lifecycle of its brands.
