It's a first in the toy industry: Mattel and OpenAI have formalized their collaboration! The company behind Barbie, Hot Wheels, and Uno cards plans to launch its first product designed with the help of generative AI by the end of the year. The two groups want to "offer age-appropriate play experiences, with a focus on innovation, safety, and privacy," Mattel said in a press release.
First "smart" toy this year
While the details of the partnership are still unclear, the manufacturer promises a "first AI-powered experience" in the coming months. According to Josh Silverman, the toy giant's franchise director, the product could involve both physical objects and interactive experiences. He clarified that Mattel remains the owner of its brands and is not transferring its licenses to OpenAI as part of this project.
For OpenAI, this is a foray into a sector it had not yet explored. After agreements with press groups and digital companies, this is the first time the firm has collaborated with a toy company. The objective is twofold: to enrich the fan experience and support Mattel in its all-round diversification strategy, particularly in entertainment and video games.
The initiative is not limited to consumer products alone. Mattel also intends to deploy ChatGPT Enterprise in its internal departments to facilitate the creation of new toys and games. "AI has the potential to expand our mission: to inspire fans and enrich lives through play," summarizes Josh Silverman. OpenAI emphasizes that this partnership will give Mattel "access to a set of advanced tools to boost productivity, creativity, and transform businesses at scale."
These announcements may be a way to pull the toy industry out of its current woes. Faced with declining demand and rising logistics costs, Mattel has canceled its financial forecasts for the year and is considering raising some prices in the United States. To compensate, the company is increasingly focusing on its entertainment division: after the insane success of the Barbie movie in 2023, projects are underway around Hot Wheels, Polly Pocket, Barney, and even Masters of the Universe (He-Man!). Mattel also plans to launch its first self-published video game next year.
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