Overview

• Mattel has forged a partnership with OpenAI to develop AI-powered products based on Barbie, Hot Wheels and Polly Pocket and to integrate ChatGPT Enterprise into its operations.
• The collaboration aims to deliver age-appropriate play experiences prioritizing innovation, privacy and safety, with the first product expected to be announced later this year.
• Mattel will retain full control over its intellectual property, not licensing brand assets to OpenAI and overseeing all product design decisions.
• Experts warn that AI chatbots’ tendency to hallucinate and deliver unpredictable responses could confuse children and pose mental health risks.
• Safety advocates are calling for parental controls, transparent data practices and independent audits to ensure these AI toys do not harm children.