OpenAI partners with Mattel: Is a ChatGPT Barbie in the works?
Mattel, maker of Barbie and the American Girl product line, has entered into a partnership with OpenAI to develop AI-driven toys.
Mattel, Inc., the leading global toy company, yesterday announced a business collaboration with OpenAI, creator of the powerful AI chatbot ChatGPT. The partnership is expected to result in AI-powered toys based on Mattel’s existing brands.
Those brands include many of the best-known toys in the world: Barbie, Hot Wheels, Fisher-Price, American Girl, Thomas & Friends, Masters of the Universe, Matchbox, and Polly Pocket.
In the company’s official announcement, Mattel officials said:
“The agreement unites Mattel’s and OpenAI’s respective expertise to design, develop, and launch groundbreaking experiences for fans worldwide. By using OpenAI’s technology, Mattel will bring the magic of AI to age-appropriate play experiences with an emphasis on innovation, privacy, and safety.”
“Each of our products and experiences is designed to inspire fans, entertain audiences and enrich lives through through play,” said Josh Silverman, chief franchise officer at Mattel. “A.I. has the power to expand on that mission and broaden the reach of our brands in new and exciting ways.”
A number of observers and commentators have raised questions about the deal.
The Observer noted:
“The collaboration will integrate A.I. across Mattel’s play-focused content and offerings—an initiative likely to draw scrutiny from both parents and privacy advocates. While the first product from the partnership is expected to debut later this year, the 80-year-old toy giant has not yet disclosed which of its brands—Barbie, Hot Wheels, Polly Pocket, or American Girl—will be the first to incorporate A.I.”
mattel team working on ai projects
Axios, which operates in partnership with OpenAI, reported that a small team at Mattel's El Segundo, California headquarters is working on the AI project, which is still in its early stages. Axios also reported that:
Mattel hopes to reveal its first AI product this year, but it likely won't hit shelves until later after the 2025 holiday season.
The first product won't be for kids under 13 — a move that may help Mattel avoid stricter regulations and sidestep criticism over marketing AI to young children.
previous attempts at web-connected toys
This isn’t Mattel’s first foray into digital-driven toys. In 2015, the company released “Hello Barbie,” a web-connected interactive version of the iconic doll.
Researchers quickly discovered that the app and the cloud server that connected the doll to the Internet would allow attackers to cut through security protections and access recordings of children's conversations with Barbie.
That same year, hackers stole account information of more than 6.4 million children who used the Learning Lodge app store for VTech toys.
Later, in 2017, Mattel developed a kid-focused digital smart hub—like an Alexa device for children. Children’s health and privacy advocates urged the company not to release the device, arguing that it allowed corporations to pry into the private lives of children. Mattel ultimately shelved the project.