2025-06-21 06:00
publication
2025-06-21 06:00
The artificial intelligence is more and more boldly entering everyday life, covering subsequent areas of our reality. One of such areas is the toy and entertainment market for children, which begins to dynamically change under the influence of new technologies. The growing interest in AI opens up for companies to create completely new forms of interaction and fun.
Mattel Barbie doll manufacturer, Hot Wheels cars or Uno card games and Openai's chateggt intend to launch toys enriched with artificial intelligence. On June 12, both companies announced that they established strategic cooperation in which children's products will be enriched with artificial intelligence.
The companies did not give examples of how technology would be integrated with a toy line, but they pointed out that “security, privacy and data protection” will be crucial.
Operational Director OPENAI, Brad Lightcap, said:
“Thanks to OPENAI, Mattel gains access to an advanced set of artificial intelligence possibilities and new tools that increase productivity, creativity and allow the entire company to transform the entire company.”
This decision was made when toy manufacturers are struggling with weakening demand, and consumers limit expenses to prepare on the economic effects of changing the commercial policy of the US President Trump.
New technologies in the service of iconic toys
Mattel produces famous toys and games under brands such as Fisher-Price or Tomek and Friends. The company also licensed its intellectual property and creates entertainment content related to its brands – including the cinema hit “Barbie” from 2023.
According to the Financial Times according to the person familiar with the case, under the agreement of the Mattel company he did not grant the OpenAI license for his intellectual property.
Franchise Director at Mattel, Josh Silverman, stated:
“AI has the power to expand the range of our brands to new and exciting ways. Our cooperation with OPENAI will allow us to use new technologies to strengthen our innovation leader and define the forms of fun again.”
Mattel will also save his employees to the ChatgPT Enterprise service (more advanced version of chatbot) offered by OpenAI.
Technology race. OpenAI, Amazon and the future of intelligent devices
The partnership was announced at a time when OpenAI is also developing on the electronic devices market. Last month, the company purchased an IO startup for $ 6.4 billion, founded by the former head of Apple design, Jony Ive. On the occasion of this transaction, the manufacturer ChatgPT announced the creation of “Families of Products for the Era of Aga” – artificial general intelligence (Artificial General Intelligence), whose cognitive abilities outweigh most people.
The startup is not the only one who tries to commercialize generative AI, integrating it with devices. Amazon has started implementing an improved version of Alex's voice assistant, available by various speakers and screens, which uses a number of AI models to answer user questions.
The company from Seattle announced this week that over a million users are already using the so -called assistant Alexa Plus.
The first effects of cooperation on the road, but the details shrouded in mystery
A person familiar with the case informed that Mattel and OpenAI would probably announce their first product this year. It can have a physical or digital form. The companies have so far refused to disclose the terms of the partnership.
The Toy Association, the American industry organization, has announced that AI is becoming “becoming more common” in products offered by toy manufacturers. On its website, she pointed out that companies from the toy industry comply with privacy regulations such as the American COPPA (Children's Online's Privacy Protection Act) and the European GDPR (General Regulation on Personal Data Protection).
The cooperation of Mattel and Opeli shows how the traditional toy industry can connect to modern technology to create innovative solutions. The issues of safety, privacy and adaptation to the age of children remain crucial. We will know the first effects of this cooperation soon, and the direction of development promises to be interesting.
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