Toymaker Mattel and artificial intelligence company OpenAI announced a new partnership Thursday to develop AI-powered products and experiences rooted in Mattel’s iconic brand portfolio.
The collaboration will combine Mattel’s decades of experience in family entertainment with OpenAI’s leading AI technology to create innovative, age-appropriate play experiences with a focus on safety, privacy and innovation.
“Each of our products and experiences is designed to inspire fans, entertain audiences, and enrich lives through play,” Josh Silverman, Mattel’s chief franchise officer, said in a statement. “AI has the power to expand on that mission and broaden the reach of our brands in new and exciting ways.”
Mattel will also integrate tools such as ChatGPT Enterprise into its internal operations to enhance product development and creative ideation.
The company states that the collaboration will help deepen engagement with fans and drive innovation across its portfolio, which includes well-known brands such as Barbie, Hot Wheels, and Fisher-Price.
The companies said their first joint product is expected to be announced later this year.
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