Mattel has introduced a partnership with synthetic intelligence agency OpenAI to develop a brand new vary of AI-integrated toys and video games, with its first product anticipated to debut later this 12 months.
The US-based toy producer, recognized for widespread manufacturers akin to Barbie, Scorching Wheels and Uno, mentioned the collaboration would concentrate on creating age-appropriate play experiences that combine synthetic intelligence whereas prioritising privateness and security requirements. The corporate goals to include AI in a approach that aligns with its broader innovation technique.
This growth comes amid ongoing challenges for the worldwide toy trade, with client spending remaining cautious within the face of financial uncertainty and coverage shifts beneath President Trump’s administration. Mattel, like many different producers, has been navigating decreased demand and rising operational prices.
Along with product growth, Mattel plans to utilise OpenAI’s enterprise instruments—akin to ChatGPT Enterprise—throughout its inside operations. In accordance with the corporate, these instruments can be used to streamline workflows, assist product growth, and drive organisational change.
“With OpenAI, Mattel has entry to a sophisticated set of AI capabilities alongside new instruments to allow productiveness, creativity, and company-wide transformation at scale,” mentioned OpenAI Chief Working Officer Brad Lightcap in an announcement.
Mattel has more and more leaned on its leisure belongings—together with movies, tv content material, and cellular video games—to assist counterbalance a slowdown in conventional toy gross sales. Its technique has included increasing model presence past the toy aisle.
The corporate just lately withdrew its annual steering, citing financial pressures and elevated provide chain prices. It additionally confirmed plans to boost costs on chosen merchandise throughout the home market to deal with monetary pressure.
The primary AI-enhanced toy developed by the Mattel-OpenAI collaboration is predicted to be unveiled within the latter half of 2025.
In different information, OpenAI has formally launched o3-pro, a brand new synthetic intelligence mannequin the corporate is hailing as its most superior up to now. The newest addition to the o3 household is now accessible to ChatGPT Professional and Workforce subscribers, with rollouts for Enterprise and academic customers anticipated within the coming days.
(With inputs from Reuters)
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