On the 13th (local time), the Financial Times (FT) reported that OpenAI, the developer of ChatGPT, partnered with Mattel, the toy corporation famous for Barbie dolls. The two corporations plan to integrate artificial intelligence (AI) into children's play.
According to FT, Mattel has signed a strategic business agreement to utilize OpenAI technology in its product lines, such as the Hot Wheels car models and Uno cards, to "infuse the magic of AI into age-appropriate play experiences." While the two corporations did not disclose exactly how they would apply the technology, they emphasized a focus on "safety, privacy, and security."
FT reported, citing sources, that the two companies are likely to announce their first product by the end of this year.
Josh Silverman, Mattel's chief franchise officer, said, "AI has the power to expand the reach of our brand in new and exciting ways."
This partnership comes as OpenAI accelerates its entry into the device market. Previously, OpenAI teamed up with former Apple designer Jony Ive, who designed the iPhone, to develop AI-specific devices. According to FT, OpenAI acquired Ive's startup, "io," for $6.4 billion last month.
Mattel, based in California, owns several well-known brands such as Thomas & Friends, Fisher-Price, Hot Wheels, and Uno, in addition to Barbie dolls, with reported sales reaching $5.4 billion, according to FT.