Overview

• Mattel will integrate OpenAI’s generative AI technology into upcoming toys, with first models expected in late 2025.
• Child welfare experts warn that conversational AI toys could undermine social development and cause one-sided emotional bonds.
• Security researchers caution that AI systems can be jailbroken, raising concerns that toys could be hacked to expose children to inappropriate content or privacy breaches.
• A 2025 survey led by Vian Bakir found that 75% of parents worry about children forming emotional attachments to AI companions.
• International bodies and governments are developing regulations and standards including the UK Data (Use and Access) Act 2025, the EU AI Act and the IEEE P7014.1 standard to address ethical design of AI-powered toys.