In a move poised to reshape the future of play, Mattel Inc., the global toy giant, has announced a strategic partnership with OpenAI, the leading artificial intelligence research and deployment company. This collaboration aims to integrate advanced AI into Mattel's iconic toy brands, creating innovative, AI-powered products and experiences for children worldwide. The first of these products is expected to be unveiled later this year.
This alliance signifies Mattel's proactive approach to enhancing engagement and enriching play in the digital age. By leveraging OpenAI's expertise in AI technology, including tools like ChatGPT Enterprise, Mattel intends to develop interactive toys that can adapt to a child's developmental needs, fostering personalized and imaginative play experiences. The collaboration will combine Mattel’s most well-known brands — including Barbie, Hot Wheels, American Girl and more — with OpenAI’s generative AI capabilities to develop new types of products and experiences.
While specific product details are still under wraps, the initial explorations will likely span across popular brands such as Barbie, Hot Wheels, and American Girl. Imagine a Barbie that can hold dynamic conversations, a Hot Wheels set that adapts to a child's racing skills, or an American Girl doll that crafts personalized stories – the possibilities are vast.
Mattel has increasingly leaned on its entertainment assets, including films, television content and mobile games, to counterbalance a slowdown in traditional toy sales. The company recently withdrew its annual guidance, citing economic pressures and increased supply chain costs. It also confirmed plans to raise prices on selected products within the domestic market to address financial strain.
Beyond consumer products, Mattel also plans to use OpenAI's AI tools, including ChatGPT Enterprise, to streamline internal operations, enhance product development and boost efficiency across the company. Mattel touts OpenAI's tools as having the ability to improve both its business operations and enhance its product development processes. Initially promoted as a way to automate mundane tasks and free up humans to do more creative jobs, generative AI tools are becoming increasingly sophisticated and capable of doing more than just rote work.
Safety and privacy are paramount concerns for both Mattel and OpenAI. With more than 80 years of earned trust from parents and families, Mattel is a leader in adopting new technologies to enhance fan engagement in a safe, thoughtful, and responsible way. As a central part of this collaboration, Mattel and OpenAI will emphasize safety, privacy, and security in the products and experiences that come to market. Mattel assured that AI by OpenAI in their new toys will be uncompromising in terms of security and privacy. The company aims to incorporate AI in a way that aligns with its broader innovation strategy.
The partnership reflects a mutual commitment to pushing boundaries. Brad Lightcap, Chief Operating Officer at OpenAI, noted that the collaboration provides Mattel with advanced AI capabilities for large-scale transformation, stating, "We're pleased to work with Mattel as it moves to introduce thoughtful AI-powered experiences and products into its iconic brands, while also providing its employees the benefits of ChatGPT. With OpenAI, Mattel has access to an advanced set of AI capabilities alongside new tools to enable productivity, creativity, and company-wide transformation at scale."
Josh Silverman, Chief Franchise Officer at Mattel, echoes this sentiment, emphasizing AI's potential to broaden the reach of their brands. “Each of our products and experiences is designed to inspire fans, entertain audiences, and enrich lives through play. AI has the power to expand on that mission and broaden the reach of our brands in new and exciting ways. Our work with OpenAI will enable us to leverage new technologies to solidify our leadership in innovation and reimagine new forms of play.”
This collaboration underscores the growing trend of consumer brands adopting generative AI to reshape traditional industries, signaling the rapid integration of technology into the business of play.
