Kidscreen Archive: Mattel Partners with OpenAI for Exciting New Collaboration

Mattel has partnered with LA-based OpenAI to develop AI-powered consumer products based on its toy brands. Initially, they plan to launch new interactive toys by the end of the year, prioritizing customer safety and privacy. This collaboration aligns with Mattel’s strategy to embrace technology to reinforce its leadership in the toy industry and expand its brand reach. Mattel has previously experimented with AI, such as creating the board game Pictionary Vs. AI and utilizing Adobe’s Firefly for Barbie packaging. Additionally, the partnership will integrate OpenAI’s ChatGPT Enterprise software into Mattel’s operations to enhance business processes, improve product development, and explore new market opportunities. Chief franchise officer Josh Silverman emphasizes the importance of these innovations for the company’s future growth.

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