Barbie Maker Mattel teams up with Openai to develop toys and generative games powered by AI, because the new technology disrupts a wide range of industries, Mattel announcement THURSDAY.
Mattel presented the Alliance as a “strategic collaboration to support the products and experiences fueled by AI based on the brands of Mattel”. He added that the pair would probably announce its first product later this year, while the Toyaker endeavors to be ahead of the AI curve.
The collaboration will combine the best known brands in Mattel – notably Barbie, Hot Wheels, American Girl and Plus – with the generating capacities of OPENAI AI to develop new types of products and experiences, companies said.
“Using OpenAi technology, Mattel will bring AI magic to age adapted game experiences by emphasizing innovation, privacy and security,” Mattel said in the press release. He added that any AA woven in toys or games would be used safely and securely.
In terms of the company, Mattel said that it planned to take advantage of OpenAi’s commercial tools, including Chatgpt Enterprise – an improved Chatgpt version designed for companies – to supply the development of new products.
Collaboration is yet another signal according to which practically no field is isolated from the disturbance of the AI. Mattel praises OpenAi tools as having the capacity to improve both its commercial operations and improve its product development processes. Initially promoted as a way to automate banal tasks and release humans to make more creative jobs, generative AI tools are becoming more and more sophisticated and capable of doing more than work by heart.
OPENAI’s operating director Brad Lightcap said that the company was “happy to work with Mattel while it moves to introduce experiences and reflective products on AI in its emblematic brands, while offering its employees the benefits of Chatgpt”.
“With Openai, Mattel has access to an advanced set of AI capabilities alongside new tools to allow productivity, creativity and business-scale transformation,” he added in a press release.
In the midst of toy sales, Mattel has exploited his intellectual property to produce other forms of entertainment, including films, television and mobile games. The company’s studio arm has a list of more than a dozen films planned on the basis of its famous toy brands, after the success of its 2023 film “Barbie”.
Mattel is also part of a number of large American retailers who have drawn their financial orientations in continuous economic uncertainty. Last month, Mattel interrupted its guidelines in the full year for 2025 citing the uncertainty led by prices. The company also said it would increase prices On certain goods to compensate for additional costs form prices.
