OpenAI and Barbie-Maker Mattel Team up To Bring AI Into Toys

Toy giant Mattel announced a “strategic collaboration” with ChatGPT maker OpenAI. As part of the agreement, Mattel will incorporate OpenAI’s technology into various aspects of its business, including its toys. The companies announced a series of collaborative products and experiences, with the first product expected to launch later this year.

Mattel’s most popular toys, including Barbie and Hot Wheels, could soon feature built-in AI, reimagining playtime for future generations. While the companies didn’t share specifics, some scenarios include a Barbie that can tell a child’s favorite bedtime story and a Hot Wheels track that can suggest stunts based on the kid’s preferences.

Mattel already uses AI and machine learning to speed up toy design, test prototypes in virtual sandboxes, and ultimately create smarter toys that adapt to each child’s personality. Now, with OpenAI’s tools, the company aims to enhance creativity, streamline development, and strengthen engagement with young consumers.

The collaboration sparked concerns among parents and privacy advocates, especially because Mattel’s first AI experiment unveiled potential security risks that could expose children to bad actors. The toymaker assured that this time it “will bring the magic of AI to age-appropriate play experiences with an emphasis on innovation, privacy, and safety.”

Aside from privacy concerns, critics worry that AI-powered toys could limit children’s play-related creativity. With algorithm-driven bots dictating the tempo, unstructured, imaginative play may decline.

Supporters, on the other hand, believe AI-powered toys offer big benefits. These smart toys can act as personal coaches, tutors, and creative partners, helping kids build critical skills, learn languages, and more.

Mattel is enthusiastic about the AI-fueled future of play: “Our work with OpenAI will enable us to leverage new technologies to solidify our leadership in innovation and reimagine new forms of play,” Josh Silverman, Chief Franchise Officer at Mattel, said in a press release.

AI is rapidly entering all aspects of daily life, with OpenAI leading many of the advancements shaping how people work, learn, and interact. At the beginning of this year, the startup partnered with Japanese investment firm SoftBank to develop an enterprise-grade automation solution for the Japanese market.

OpenAI also has deals with major publishers, like Axel Springer and the Associated Press, to license content for training its language models and to develop tools for AI-powered journalism.