Leading toy manufacturer Mattel has entered a partnership with artificial intelligence research company OpenAI to develop AI-enhanced versions of its iconic toy brands. The collaboration will integrate OpenAI’s technology into Mattel franchises, such as Hot Wheels and Polly Pocket, aiming to augment play experiences.
Under the agreement, Mattel will maintain full creative control over the AI-powered toy designs and concepts. The first product resulting from this partnership is expected to be launched later this year, signifying a major integration of advanced AI into consumer entertainment products.
To boost its internal development processes, Mattel is utilizing OpenAI’s ChatGPT Enterprise platform. The company aims to leverage this tool to increase productivity, streamline workflows, and foster innovation during the product development phase.
Mattel emphasized that safety and user privacy, especially concerning child users, are paramount. The company states it will implement stringent measures to ensure age-appropriate experiences and robust data protection within all AI-enhanced toys.
This agreement marks OpenAI’s expansion into the consumer entertainment sector, adding to its portfolio of collaborations with major technology firms.