Children's toys will not survive the arrival of AI, and it is perhaps one of the most iconic, the Barbie doll, that will initiate this significant shift. OpenAI, the parent company of ChatGPT, and Mattel, the group that owns, among other things, the famous doll, as well as brands such as Fisher Price, Uno, Hot Wheels, Polly Pocket, etc., will join forces. The AI of the latter in the toys of the former is now only a matter of time after the two entities signed a strategic partnership.
"Thanks to our partnership with OpenAI, we will be able to leverage emerging technologies to strengthen our leading edge and imagine new ways to play," summarized Jon Silverman, Mattel's CEO.
Barbie first served?
Although there are multiple development avenues, Mattel has not commented on the type of toys that will integrate AI first. Despite speculation, it seems that the catalog's star, Barbie, will not immediately be entitled to an "augmented" version capable of shaking up Christmas 2025, for example.
On the contrary, Mattel is reportedly considering a more measured deployment of its new weapon: "Using OpenAI's technology, Mattel will bring the magic of AI to age-appropriate play experiences, with an emphasis on innovation, privacy, and security." According to Axios, which reports the facts, the first AI-powered toys will be aimed at ages 13 and up, in order to address the maturity and security issues related to the use of generative intelligence.
AI in toy development
The other aspect of the partnership concerns the use of ChatGPT by Mattel teams, particularly those in charge of creating future toys. With this contract, Mattel's teams will also be able to use ChatGPT to "optimize product design, enrich the creative process, foster innovation, and strengthen audience connections."
It's obviously too early to analyze the impacts of AI on toy creation or the interactions they generate with children. What is certain, however, is that by not wanting to stay on the side of the road, Mattel has likely initiated a shift that could be critical for the toy industry.
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