OpenAI and Barbie-maker Mattel team up to bring generative AI to toymaking, other products

Barbie-Maker Mattel and Openai have teamed up to bring an AI genetive to the toy editorial pipeline and in constant expansion of the IP reconditioning.

This partnership marks a new territory for Openai, which has signed license agreements with news publishers and business players, but never a Toamaker. However, this is in accordance with the AI’s overall strategy to bow in all industries, and this could give OPENAI in the growing entertainment arm of Mattel.

The emblematic Toothaker delighted the adult audience in 2023 when he released the successful “Barbie” film. The company is currently working on films based on other toys like Hot Wheels, Polly Pocket, Barney, Uno and Masters of the Universe, and has a range of animated and live content for television. Mattel also pushes in digital games and plans to launch its first self-published game in 2026, according to the company First quarter income report.

Techcrunch has contacted Mattel to find out more about the question of whether Openai technology will play a role in this launch.

The details of the agreement are also rare. The two expect to announce their first “product fueled by AI” later this year, in order to improve “the commitment of fans in a safe, thoughtful and responsible manner”.

“As part of this collaboration, Mattel and Openai will focus on security, privacy and security in the products and experiences that arrive on the market,” said Mattel in a statement.

Josh Silverman, director of the franchise in Mattel, said Bloomberg that the product would be “through the spectrum of physical products and certain experiences”. He added that Mattel does not license his IP in Openai as part of the agreement and remains in full control of the products created.

As part of the agreement, Mattel employees will also have access to OpenAi tools such as Chatgpt Enterprise to “improve product development and creative ideas”.

“Each of our products and experiences is designed to inspire fans, entertain the public and enrich lives through the game,” said Josh Silverman, director of franchise at Mattel, in a press release. “AI has the power to develop this mission and to expand the scope of our brands in a new and exciting way. Our work with Openai will allow us to take advantage of new technologies to consolidate our leadership in innovation and reinvent new forms of play. ”

Whether it means a barbie fueled by Chatgpt or simply a scriptwriting, the old marks of Mattel get their new generation boost.