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Mattel and OpenAI Partner to Infuse AI into Toys, Aiming for Safety
By Amelia Monroe | LOS ANGELES – 2025/06/16 15:49:05
Mattel is collaborating with OpenAI to integrate AI and chatbot technology into its products, emphasizing safety and aiming for an older audience after previous AI mishaps.
Toy manufacturer Mattel,the company behind Barbie and Hot Wheels,has announced a partnership with OpenAI to incorporate AI and chatbot services into its upcoming products. Mattel aims to create new AI-powered “experiences” and integrate OpenAI’s technology into the design,development,and launch of these products.
Mattel describes AI as “magic” and wants to bring this magic to innovative, safe, and privacy-respectful products. Both companies are focusing on safety, especially concerning potential issues like AI-generated inappropriate content. While specific applications haven’t been detailed, a PR firm working with OpenAI clarified that the AI-infused products will target customers aged 13 and older.
Past AI Issues and Future Concerns
Mattel describes AI as “magic” and wants to bring this magic to innovative, safe, and privacy-respectful products.
Mattel’s history with AI-powered products includes the 201
