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By Gavin Boyle
Mattel and OpenAI announced a partnership that would bring artificial intelligence to a new line of the toymaker’s products which could impact its popular IPs like Barbie or Hot Wheels.
“Each of our products and experiences is designed to inspire fans, entertain audiences, and enrich lives through play,” said John Silverman, the Chief Franchise Officer at Mattel. “AI has the power to expand on that mission and broaden the reach of our brands in new and exciting ways. Our work with OpenAI will enable us to leverage new technologies to solidity our leadership in innovation and reimagine new forms of play.”
“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,” added OpenAI operating Chief Brad Lightcap.
While Mattel is expected to bring the technology to most of its products down the line, it has yet to decide how it will start to integrate AI into its toys. The company has not even decided if it will start with a physical toy with AI integration or if it will release a digital experience as its first foray into the technology.
The partnership with OpenAI comes as Mattel attempts to grow its brand through a variety of methods. The most prominent is a suite of movies and TV shows building off the success of 2023’s BARBIE, which ended as the box office No. 1 movie of the year.
Related: Mattel Announces New Polly Pocket Movie Along with Other Family-Friendly Projects
Mattel’s upcoming projects include an Uno TV show and BOB THE BUILDER, Polly Pocket and View Master movies.
“View-Master has inspired generations to embark on boundless adventures, offering a treasure trove of storytelling possibilities for this film. We’re thrilled to work with Sony Pictures Entertainment and Escape Artists’ Todd Black to bring this Mattel franchise to life. Their creative and filmmaking expertise sets the stage to introduce a modern take on this beloved toy to audiences everywhere,” said President of Mattel Films Robbie Brenner.
At the same time, Mattel also signed a deal with Warner Bros. Discovery, allowing the toy company to serve as the sole merchandise distributor for the DC universe.
“It is an incredibly proud milestone to welcome DC back to Mattel,” said Nick Karamanos, the senior vice president of Entertainment Partnerships at Mattel. “We look forward to leveraging our Mattel Playbook approach to brand management, product design, and innovation to bring DC’s popular characters to life across all channels. This renewed partnership will reflect our shared passion for engaging and inspiring fans and collectors of all ages.”
How AI plays into all of Mattel’s products is yet to be seen, however, it is clear the company is on a mission to change the world of toys and sees AI as a major part of this transformation.
Read Next: Mattel Theme Park Promises Fans ‘A Day of Thrills and Nostalgia’
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