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IBL News | New York
Mattel, the U.S. maker of Barbie, Hot Wheels, and Uno cars, is partnering with OpenAI to develop toys and games that incorporate AI into the play experience.
The first product is expected to be released later this year.
The move comes at a time when toy manufacturers are grappling with President Trump’s shifting trade policy toward China.
Mattel will also incorporate OpenAI’s advanced AI tools, such as ChatGPT Enterprise, into its business operations to enhance product innovation, the company said.
In the last year, Mattel has relied on producing films, TV shows, and mobile games based on its products to reduce the impact of a slowdown in its core toy business.
“With OpenAI, Mattel has access to an advanced set of AI capabilities alongside new tools to enable productivity, creativity, and company-wide transformation at scale,” said OpenAI operating chief Brad Lightcap.
