The toy Mattel and technological OpenAI have established a collaboration agreement to launch products and experiences promoted by artificial intelligence and based on Mattel’s brands. According to the company, the objective is to incorporate “The magic of AI to game experiences adapted to each age, with emphasis on innovation, privacy and security”
The toy manufacturer ensures that the alliance combines the route of both companies in the design, development and launch of disruptive experiences For fans around the world. The first product is expected to point in a statement, it will be announced at the end of this year.
Mattel points out that the initiative is part of his career in the adoption of new technologies to boost users’ engagement in a responsible and safe manner.
Mattel will also incorporate tools such as Chatgpt Enterprise to its operations
In addition to applying Openai’s artificial intelligence to the design of products and experiences, Mattel has also announced that he will incorporate tools such as Chatgpt Enterprise to its operations To enhance product development and creative ideation, as well as boost innovation and strengthen the connection with the audience.
“Each of our products and experiences is designed to inspire fans, entertain the public and enrich lives through the game”, Commented Josh Silverman, director of Mattel franchises, in a statement.“The AI has the power to expand that mission and expand the scope of our new and exciting ways. The association with OpenAI will allow us to consolidate our leadership in innovation and reimagine new ways of playing”
From OpenAI, meanwhile, they say that its technology will drive Mattel’s iconic brands and will benefit company employees. “With Openai Mattel you have access to an advanced skills set as well as new tools that facilitate productivity, creativity and scale transformation“; said, Brad Lightcap, Chief Operating Officer of the Technology company.
As reported Techcrunchthe alliance implies Openai’s incursion into the field of toys, since it is the first agreement that establishes with this type of manufacturer. The movement aligns with its strategy to enter different industries, and its role could be linked to boost Mattel in the territory of the entertainment.
The company jumped in this regard in 2023 with the successful release of the movie “Barbie”, and is working on its expansion with films for brands such as “Hot Wheels”, “Polly Pocket”, or “One”. Moreover, Mattel is also entering the field of gaming and is expected to publish his first video game for 2026.
However, as indicated to the company from the company, the agreement does not imply the transfer of the intellectual property From Mattel A OpenAi, since the manufacturer will maintain control over the products created.
