Giant toy company Mattel has formed a strategic alliance with OpenAI, led by Sam Altman, to create AI-driven products that will aid in the development and rollout of fan experiences centered around their renowned toy brands.
As an enthusiast, I’m eagerly awaiting the debut of the initial product powered by OpenAI’s groundbreaking technology, encompassing the likes of ChatGPT and other creative AI solutions, scheduled for later this year.
Mattel stated that integrating OpenAI’s technology aims to infuse the wonder of artificial intelligence into age-suitable play activities, emphasizing creativity, confidentiality, and security.
The toy manufacturer plans to incorporate advanced AI systems, such as ChatGPT Enterprise, into their daily operations to stimulate creativity and propel innovation within the company.
OpenAI is excited to collaborate with Mattel, as they aim to incorporate intelligent AI-driven experiences and products into their well-known brands. This partnership also offers Mattel’s workforce the advantages of using ChatGPT. Through this association, Mattel can leverage OpenAI’s sophisticated AI abilities and innovative tools for enhancing productivity, creativity, and large-scale transformation within the company,” Brad Lightcap, COO at OpenAI, expressed in a statement on Thursday.
Fans can enjoy experiences related to Mattel brands such as visiting Thomas & Friends: World of Sodor attractions and rides, exploring a life-size Barbie Beach House, and playing laser tag in a Masters of the Universe arena modeled after the famous Castle Grayskull fortress.
The Mattel agreement is in line with the collaboration deals that OpenAI has established with various media entities such as The Atlantic, News Corp., The Daily Telegraph, and The Financial Times.
The agreement arises amidst a contentious situation where prominent figures in Hollywood, such as Ron Howard, Cate Blanchett, Cynthia Erivo, Paul McCartney, and Paul Simon, are voicing concerns about OpenAI and Google attempting to influence the U.S. government to permit their AI systems to learn from copyrighted materials.
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2025-06-12 16:55