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OpenAI and Mattel have announced a new partnership that means to bring generative AI to toymaking.
The Big Play: While OpenAI has partnered with major news publishers, governments, and big tech companies, they’ve never teamed up with a toymaker before. This deal feels only natural for two companies with ambitious expansion goals — but it raises questions about whether we’re on the verge of getting a sentient Barbie.
Between the Lines: Mattel and OpenAI expect to roll out their first collaborative offering later this year.
- Neither company will specify what products they intend to make together, but Mattel has emphasized that the collab will prioritize “safety, privacy, and security,” likely because the product(s) will be aimed at young children.
- Notably, Mattel hasn’t licensed its IP to OpenAI, meaning the company retains creative control over the products of the collab.
- Mattel employees are getting access to enterprise ChatGPT to help them with ideation and product development.
Conclusion: Ever since Mattel’s blockbuster hit with 2023’s Barbie, the company has launched an aggressive content creation campaign with films and TV shows based on Mattel products like Barney, Hot Wheels, and Polly Pocket. Given this and the vagueness of the OpenAI partnership, it’s possible that Mattel will lean on the tech to accelerate scriptwriting and animation, as well as brainstorm new doll concepts — rather than merge Barbie directly with ChatGPT.
Prediction: Keep an eye out for more partnerships between the nonprofit-controlled AI company and brands that initially seem like strange bedfellows — as even legacy companies are eager to tap into generative AI to innovate and stay culturally relevant.
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