Barbie-maker Mattel join forces with OpenAI for first AI-powered toy

Barbie-maker Mattel to join forces with OpenAI for first AI-powered toy
Barbie-maker Mattel to join forces with OpenAI for first AI-powered toy

Mattel has teamed up with OpenAI to develop toys and games with artificial intelligence, and expects to launch its first AI-powered product later this year, the Barbie-maker said on Thursday.

The company, which also makes Hot Wheels and Uno cards, plans to "bring the magic of AI to age-appropriate play experiences with an emphasis on innovation, privacy, and safety," it said.

The move comes at a time when toy manufacturers are battling muted demand backdrop as consumers rein in spending to brace for the economic fallout of U.S. President Trump's shifting trade policy.

Mattel will also incorporate OpenAI's advanced AI tools like ChatGPT Enterprise into its business operations to enhance product innovation, the company said.

"With OpenAI, Mattel has access to an advanced set of AI capabilities alongside new tools to enable productivity, creativity, and company-wide transformation at scale," said OpenAI operating chief Brad Lightcap.

Over the last year, Mattel has relied on producing films, TV shows and mobile games based on its products such as Hot Wheels and Barbie to offset a slowdown in its core toy business.

Last month, Mattel withdrew its annual forecast and said it would raise prices on some products sold domestically in a bid to mitigate higher supply chain costs.

Related
Read more : Sci-Tech

Elon Musk AI firm xAI apologises for Gork's antisemitic content

Elon Musk AI firm xAI apologises for Gork's antisemitic content
xAI issues apology for chatbot Grok’s ‘horrific behaviour’ and pro-Hitler posts

WhatsApp group chats get smarter with 'multi-person' typing alerts

WhatsApp group chats get smarter with 'multi-person' typing alerts
WhatsApp has recently introduced several new and unique features to give users a fresh experience

Nvidia CEO Jensen Huang warns of AI job losses if industries lack innovation

Nvidia CEO Jensen Huang warns of AI job losses if industries lack innovation
Jensen Huang believes artificial intelligence will create more jobs than it would destroy

Google hires top talent from Windsurf to advance AI coding goals

Google hires top talent from Windsurf to advance AI coding goals
Google is reportedly paying $2.4 billion in licensing fees and for compensation

Google Drive for desktop receives redesign update

Google Drive for desktop receives redesign update
Google Drive for desktop with a centralised user interface (UI) now shows 'sync activity, notifications, shared files and more'

OpenAI once again postponed the launch of its open model

OpenAI once again postponed the launch of its open model
Previously, OpenAI planned to launch the model next week; however, it has been delayed now to ensure maximum safety

WhatsApp to bring fun new emoji reactions for calls: Report

WhatsApp to bring fun new emoji reactions for calls: Report
With this update, WhatsApp will enable users to react in real time during calls using emojis

YouTube removes 'Trending Now' list with category-specific charts

YouTube removes 'Trending Now' list with category-specific charts
With this update, YouTube will allow it to show a greater variety of user-relevant content