Looks like Mattel’s about to get a whole lot smarter, and I mean that literally. The toy giant announced Thursday that it’s teaming up with none other than OpenAI to launch the first AI-powered products from a major toy company. This marks a bold move for OpenAI, venturing beyond its enterprise software roots and into the exciting world of consumer entertainment. Who knew toys could get so techy?
The duo plans to use OpenAI’s cutting-edge tech to develop new products for Mattel's iconic brands, and we can expect the first AI-powered product to be revealed later this year. You can already imagine a future where your toys have brains (not just batteries).
A Smarter Future for Toys and Entertainment
But that’s not all, Mattel’s not just getting a fancy new AI product; they’re also rolling out ChatGPT Enterprise across the business, aiming to supercharge everything from product development to creative processes.
As AI starts to sneak its way into more consumer products, the way kids play with toys is bound to change forever. Can you picture a Magic 8 Ball that actually talks back with ChatGPT? Or Uno games that interact with you in ways you never thought possible? The potential is wild, and these toys might be getting way more interactive.
It also looks like this partnership will give OpenAI a front-row seat to Mattel’s growing empire of films and franchises, including Hot Wheels and Polly Pocket. This could totally reshape the future of kids’ entertainment.
Josh Silverman, Mattel’s chief franchise officer, put it perfectly:
“Each of our products and experiences is designed to inspire fans, entertain audiences, and enrich lives through play.”
And now, with AI on board, he’s got even bigger plans to expand their reach.
But hold on, it’s not all sunshine and rainbows. Mattel’s young audience means privacy and safety are top priorities. Both companies are stressing that their AI-powered creations will be safe, secure, and, most importantly, age-appropriate. After all, these are toys we’re talking about, not future tech moguls.
The deal also makes clear that Mattel retains full control over its intellectual property and product development. So, no worries, OpenAI won’t be licensing Mattel’s brands.
This collaboration was sparked by talks late last year, and it’s safe to say Mattel has some exciting AI toys up its sleeve. I think we can all agree: this is just the beginning of something big. Meanwhile, OpenAI continues to roll across industries with its partnerships with Microsoft and Apple, so don’t be surprised if AI starts popping up in even more places than we ever expected.
Emily Johnson
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