Toy giant Mattel announced Thursday it will team up with artificial intelligence giant OpenAI to create the first AI-powered products from a major toy company, marking OpenAI’s expansion beyond enterprise software into consumer entertainment. The collaboration will use OpenAI’s technology to develop new products for Mattel’s brands, with the companies’ first AI-powered product expected to be announced later this year, as per an OpenAI statement.
The deal also includes deploying ChatGPT Enterprise across Mattel’s business operations to enhance product development and creative processes. It comes as AI continues to expand into consumer products, and could shape how children interact with toys in the future.
It also positions OpenAI to tap into Mattel’s growing entertainment empire, which includes upcoming films based on Hot Wheels, Polly Pocket, and other franchises. The technology could result in digital assistants based on Mattel characters or make traditional games like Magic 8 Ball and Uno more interactive, according to a Bloomberg interview with executives from both companies.
“Each of our products and experiences is designed to inspire fans, entertain audiences, and enrich lives through play,” Josh Silverman, Mattel’s chief franchise officer, said in a statement. “AI has the power to expand on that mission and broaden the reach of our brands in new and exciting ways.”
