Toy maker Mattel is teaming up with OpenAI to develop AI-powered products and experiences based on Mattel brands.
The Barbie, Hot Wheels and Polly Pocket creator says it will use OpenAI’s technology to “bring the magic of AI to age-appropriate play experiences with an emphasis on innovation, privacy, and safety”. Their first product is expected to be announced later this year.
As part of the deal Mattel says it will also “incorporate OpenAI’s tools such as ChatGPT Enterprise into its business operations to enhance product development and creative ideation, drive innovation, and deepen engagement with its audience”.
Brad Lightcap, Chief Operating Officer at OpenAI, said: “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, added: “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.”
Mattel’s Barbie character spawned a box office juggernaut in 2023. The film version (pictured), starring Margot Robbie, took close to $1.5BN at the global box office.
Last month the company combined its film and TV units to form Mattel Studios with Mattel Films President Robbie Brenner, who joined the company in 2018, named President and Chief Content Officer, reporting to company chairman and Chief Executive Officer, Ynon Kreiz.
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