Mattel and OpenAI to Collaborate on AI-Powered Play
Safety and Privacy to Be Prioritized in New Partnership
First Product Announcement Expected by Year-End
American toy company Mattel and ChatGPT developer OpenAI have announced plans to integrate artificial intelligence (AI) into children's play. Mattel is best known for its Barbie dolls.
According to Yonhap News on June 13, citing the Financial Times (FT), Mattel stated, "We have formed a strategic partnership with OpenAI to infuse the magic of AI into age-appropriate play experiences by leveraging OpenAI's technology."
The two companies did not provide specific examples of how OpenAI's technology could be combined with Mattel's toy lineup. However, they emphasized that safety, privacy, and security would be prioritized. This partnership comes as OpenAI accelerates its entry into the device market.
Sources told the media outlet that the two companies may announce their first product by the end of this year, adding that it could be a physical product or take a digital form.
Josh Silverman, Mattel's Chief Franchise Officer, said, "AI has the power to expand the reach of our brands in new and exciting ways."
Previously, OpenAI teamed up with Apple designer Jony Ive, who designed the iPhone, to begin developing AI-dedicated devices in earnest. According to FT, OpenAI acquired Ive's startup 'LoveFrom' last month for $6.4 billion.
Mattel Barbie doll products displayed at a store in Brooklyn, New York, USA. Photo by EPA Yonhap News
Through the acquisition of LoveFrom, OpenAI secured a team of about 55 hardware engineers, software developers, and production specialists. Based on this, OpenAI plans to establish an in-house division dedicated to the development of AI-based devices and accelerate work on related products.
Headquartered in California, Mattel first launched Barbie in 1959 and has since released various versions of the doll reflecting social changes in women's professions, empowerment, and body types. Mattel also owns the 'Fisher-Price' brand, known in Korea for its popular Learning Home toy, often referred to as the "national door toy." The company also owns other well-known brands such as Thomas & Friends, Hot Wheels, and Uno. According to FT, Mattel's sales amount to $5.4 billion.
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