With a focus on responsible innovation, companies will launch products that combine technology, safety and imagination; the first product resulting from the partnership will be revealed later this year
Mattel, one of the world's largest toy and family entertainment companies, today announced a strategic collaboration with OpenAI – a pioneering company in artificial intelligence – to develop products and experiences for its most iconic brands. The first launch, the result of this unprecedented collaboration, will be revealed in 2025.
The union between the companies combines Mattel's expertise in creating playful experiences with cutting-edge technology from OpenAI, resulting in innovative and safe solutions for children and families. The proposal is to explore the potential of AI in a responsible way, prioritizing privacy, security and age suitability. In addition to developing new products, Mattel will also adopt tools such as ChatGPT Enterprise in its internal processes to accelerate innovation, support the creation of new concepts and strengthen relationships with consumers.
“Our products are designed to inspire, entertain and enrich people’s lives through play. AI extends this mission and helps us explore new ways to play. By partnering with OpenAI, we will reinforce our position as an innovation leader and reimagine the future of play with never-before-seen experiences,” said Josh Silverman, Vice President of Franchising at Mattel.
“We are excited to support Mattel in introducing AI-powered experiences and products that honor their brand values. Additionally, with ChatGPT, Mattel employees will have access to tools that drive productivity, creativity and transformation at scale,” said Brad Lightcap, Vice President of Operations at OpenAI.
About Mattel
Mattel is a leading global toy and family entertainment company with one of the world’s most iconic brand portfolios. We engage consumers and fans through our franchise brands, including Barbie®, Hot Wheels®, Fisher-Price®, American Girl®, Thomas & Friends™, UNO®, Masters of the Universe®, Matchbox®, Monster High®, MEGA® and Polly Pocket®, as well as other popular properties that we own or license in partnership with global entertainment companies. Our offerings include toys, content, consumer products, digital and in-person experiences. Our products are sold in partnership with the world’s largest retail and e-commerce companies. Since its founding in 1945, Mattel has been a trusted partner in empowering generations to explore the magic of childhood and reach their full potential. For more information, visit O site.
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