Mattel Collaborates with OpenAI’s Sam Altman for AI-Enhanced Barbie and UNO Products

Mattel has partnered with OpenAI, led by Sam Altman, to create AI-powered toys and games, with the first products expected to launch later this year. This collaboration aims to integrate artificial intelligence into play experiences while prioritizing innovation, privacy, and safety. The partnership emerges as Mattel faces declining demand due to economic uncertainties and rising production costs, exacerbated by recent tariffs on China. To counteract slow sales, Mattel has increased its focus on media projects related to its well-known brands. The involvement of OpenAI is intended to enhance creativity and operational efficiency within the company, as both companies look to redefine how fans engage with popular toys like Barbie and Hot Wheels. Additionally, Mattel plans to raise prices on some products to offset higher supply chain costs, leading to a forecast withdrawal amid expectations of fewer doll options for consumers this coming holiday season.

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