Barbie Gets ChatGPT Smarts as Mattel and OpenAI Team Up for AI Toys
Mattel teams up with OpenAI to bring AI-powered interaction to Barbie and other toys, enhancing play and storytelling. The first AI-driven product launches later this year.
Tech AI Barbie Goes High-Tech with ChatGPT Brains
Mattel Partners with OpenAI for AI-Powered Toys and Experiences
Barbie is getting an upgrade powered by the same AI technology behind ChatGPT. Mattel has partnered with OpenAI to integrate artificial intelligence into some of its most popular brands. This collaboration aims to create interactive toys and immersive storytelling experiences where users can chat, learn, and co-create adventures in new ways.
Mattel and OpenAI Forge a Bold Future in AI-Powered Play
Mattel is taking a significant step toward AI-driven interactive entertainment by teaming up with OpenAI. The company plans to embed AI technology into its iconic brands like Barbie, Hot Wheels, and Polly Pocket, focusing on innovation, privacy, and safety. The first AI-powered product from this partnership is expected to launch later this year.
The partnership extends beyond toys. Mattel will also use OpenAI's tools, such as ChatGPT Enterprise, to improve product development, spark creative ideas, enhance innovation, and strengthen audience engagement. Brad Lightcap, COO at OpenAI, highlighted the collaboration as an opportunity to bring thoughtful AI-powered experiences to Mattel’s brands while boosting productivity and creativity across the company.
Josh Silverman, Chief Franchise Officer at Mattel, emphasized AI's potential to expand play experiences and deepen brand connection. This partnership could change how children and adults interact with toys, making them more dynamic and engaging through technology.
Mattel Bets on AI Amid Economic Pressures
Mattel’s move toward AI isn’t just about innovation; it’s also a strategic effort to reduce costs and streamline operations. Since last year, the company has been developing a dedicated AI team and integrating AI into product design and business processes. CEO Ynon Kreiz projects a cost reduction of $200 million by 2026 thanks to these efforts.
Additionally, Mattel is preparing for potential price increases related to tariffs and global trade uncertainties. The company is actively diversifying its supply chain to mitigate the effects of these challenges, aiming to maintain stability in production and pricing.
For professionals in product development looking to understand AI’s role in transforming industries like toys and entertainment, Mattel’s approach offers valuable insight into integrating AI responsibly while balancing innovation and operational efficiency.
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