OpenAI and Barbie-maker Mattel team up to bring generative AI to toymaking, other products
Barbie maker Mattel and OpenAi have worked together to bring generative AI to the toy-forming and increasing pipeline of IP re-packaging.
This partnership marks new territory for OpenAI, which has signed license agreements with news publishers and business players, but never a Toymaker. However, it is consistent with the general strategy of the AI Giant to bed in the industry, and it can give OpenAI to the ground in the growing entertainment arm of Mattel.
The iconic Toymaker delighted adult audience in 2023 when it released the blockbuster “Barbie” film. The company is currently working on films based on other toys such as Hot Wheels, Polly Pocket, Barney, Uno and Masters of the Universe, and has a series of animated and live action content for TV. Mattel also pushes into digital gaming and expects to launch his first self -published game in 2026, according to the company First quarter of win report.
WAN has reached Mattel to find out more whether the Technology of OpenAi will play a role in that launch.
Details of the deal are different. The two expect to announce their first “AI-driven product” later this year, with the aim of improving “fan engagement in a safe, thoughtful and responsible manner.”
“As a central part of this collaboration, Mattel and OpenAI will emphasize safety, privacy and security in the products and experiences that come on the market,” Mattel said in a rack.
Josh Silverman, Chief Franchise Officer at Mattel, said Bloomberg That the product would be “about the spectrum of physical products and some experiences.” He added that Mattel has no license for his IP to OpenAi as part of the deal and the complete control remains over the products that are created.
As part of the deal, Mattel -employees also have access to OpenAI tools such as Chatgpt Enterprise to ‘improve product development and creative ideas’.
“Each of our products and experiences is designed to inspire fans, entertain the public and enrich lives through the game,” said Josh Silverman, Chief Franchise Officer at Mattel, in a statement. “AI has the power to expand that mission and broaden the reach of our brands in new and exciting ways. Our work with OpenAI will enable us to use new technologies to solidify our leadership in innovation and to reconsider new forms of games.”
Whether that means a chatgpt-driven Barbie or just faster script writing, the decades of old brands of Mattel get their next generation of boost.
