Empowering Imagination: Mattel Teams Up with OpenAI for a Barbie AI Collaboration

Mattel, the creator of Barbie and other popular toys, is collaborating with OpenAI to integrate artificial intelligence into its product lineup. This partnership aims to create age-appropriate AI experiences while ensuring innovation, privacy, and safety. Although details about the first AI-powered product remain undisclosed, it is expected to be launched later this year. Mattel will retain full control over its intellectual property in this venture. The collaboration began late last year, as Mattel also intends to utilize OpenAI tools like ChatGPT Enterprise for its business operations. This initiative occurs amidst a slowdown in toy sales, prompting the company to withdraw its annual forecast and increase some product prices to cope with economic challenges related to tariffs. Mattel is exploring entertainment avenues, such as movies and games, to drive sales. Meanwhile, OpenAI has partnered with other brands like Starbucks to enhance customer service with AI tools.

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