Latest news with #Barbie-maker
Mint
15 hours ago
- Business
- Mint
Barbie, UNO to get tech makeover? Mattel partners with Sam Altman's OpenAI to bring AI-powered products
AI-based services, Studio Ghibli images, and now AI-powered toys, games including the childhood staples like Barbie and UNO? Barbie-maker Mattel has teamed up with Sam Altman led company OpenAI to develop toys and games with artificial intelligence. The first of the AI-powered products is slated to hit the shelves later this year, the company announced on Thursday. Mattel, which is also known for their iconic Hot Wheels and UNO cards, plans to 'bring the magic of AI to age-appropriate play experiences with an emphasis on innovation, privacy, and safety,' the company said in a statement. The Mattel-OpenAI partnership comes as toy manufacturers face sluggish demand, with consumers tightening their budgets amid the economic uncertainty triggered by US President Trump's evolving trade policies. Over the last year, Mattel has relied on producing films, TV shows and mobile games based on its products such as Hot Wheels and Barbie to offset a slowdown in its core toy business, reported Reuters. Additionally, several toy manufacturers in the US have slowed innovation and faced rising production costs due to the tariffs, with many postponing launches, laying off employees to navigate the uncertain times, reported AP. According to a Wall Street Journal report, Trump's raising of tariffs on China to 145% in April 2025 also triggered a crisis for doll makers—many halted production or raised prices, with authorities granting a temporary reprieve. Consumers are expected to see fewer and more expensive dolls this Christmas, as most dolls sold in the US are made in China. As part of the partnership, Mattel will also use tools like ChatGPT Enterprise to boost creativity and streamline operations across the company. By tapping into OpenAI's AI capabilities, Mattel aims to reimagine how fans can experience and interact with its cherished brands, with careful consideration to ensure positive, enriching experiences, the Sam Altman led company said. 'With OpenAI, we're unlocking tools that will transform how we create, imagine, and innovate—both for kids and behind the scenes,' said OpenAI COO Brad Lightcap. Last month, Mattel withdrew its annual forecast and said it would raise prices on some products sold domestically in a bid to mitigate higher supply chain costs.
NDTV
20 hours ago
- Business
- NDTV
Barbie-Maker Mattel To Use ChatGPT To Design New Toys
Barbie-maker Mattel has signed a new deal with OpenAI to use its artificial intelligence (AI) tools to design new toys and in some cases, power them. The iconic toymaker is expected to announce its first 'AI-powered product' later this year, to enhance 'fan engagement in a safe, thoughtful, and responsible way". The collaboration is still at an early stage, with the toy maker also planning to create digital assistants based on Mattel characters. 'We plan to announce something towards the tail end of this year, and it's really across the spectrum of physical products and some experiences,' Josh Silverman, Mattel's chief franchise officer, told Fortune. 'Leveraging this incredible technology is going to allow us to really reimagine the future of play.' In addition to product development, Mattel is hoping to utilise OpenAI's enterprise tools, such as ChatGPT Enterprise, across its internal operations. 'The idea exploration phase of creative design for companies like Mattel and many others, that's a critical part of the workflow,' said Brad Lightcap, OpenAI's chief operating officer. 'As we think about how AI builds tools that extend that capability, I think we're very lucky to have partners like Mattel that we can work with to better understand that problem.' Mattel's struggles The development comes in the backdrop of challenges that the global toy industry is facing. Owing to economic uncertainty, customers are spending cautiously, and Mattel, like other toy manufacturers, has been battling reduced demand and rising operational costs. At an investment conference in March, earlier this year, Mattel CEO Ynon Kreiz said the company had turned into an IP [intellectual property] company from being a toy manufacturer. While Mattel's toy business seeks inspiration, the release of the blockbuster Barbie movie in 2023, starring Margot Robbie, has allowed the company to diversify its offerings and bet big on its popular IPs. Currently, Mattel is filming two movies, 'Masters of the Universe' in London and 'Matchbox' in Morocco. 'We have 14 other movies and TV products in development,' said Mr Kreiz. 'You don't need a Barbie movie success,' to have a positive impact on the company.
Indian Express
2 days ago
- Business
- Indian Express
Mattel partners with OpenAI to bring AI to Barbie, Hot Wheels and more
AI powerhouse OpenAI has announced a strategic partnership with Barbie-maker Mattel Inc. Under this partnership, the Sam Altman-led company will create AI-powered toys and experiences. This will essentially bring OpenAI's tech to Mattel brands such as Hot Wheels, American Girl, Barbie, and more. 'We're pleased to work with Mattel as it moves to introduce thoughtful AI-powered experiences and products into its iconic brands, while also providing its employees the benefits of ChatGPT. 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 Brad Lightcap, chief operating officer at OpenAI. Under the agreement Mattel will use OpenAI's expertise to design, develop, and launch 'groundbreaking experiences for fans worldwide.' Mattel has said that with the help of OpenAI's technology, it will bring the magic of AI to age-appropriate play experiences with an emphasis on innovation, privacy, and safety. 'Each of our products and experiences is designed to inspire fans, entertain audiences, and enrich lives through play. AI has the power to expand on that mission and broaden the reach of our brands in new and exciting ways. Our work with OpenAI will enable us to leverage new technologies to solidify our leadership in innovation and reimagine new forms of play,' said Josh Silverman, chief franchise officer at Mattel. 'Mattel will incorporate OpenAI's advanced AI tools like ChatGPT Enterprise into its business operations to enhance product development and creative ideation, drive innovation, and deepen engagement with its audience. With OpenAI, Mattel will have advanced AI capabilities that can power the development and operations of consumer products and experiences,' the company said in an official statement. Under this collaboration, consumers can expect the first AI-powered product later this year. The partnership will cover physical toys and digital experiences across Mattel's portfolio which features hundreds of iconic brands and game titles. Besides, Mattel employees will also gain access to ChatGPT Enterprise to augment creative ideation and streamline business operations across the company. It needs to be noted that both companies emphasised safety and age-appropriate design, with Mattel having full control over its IP and final products. This is a significant development as it means now toys are about to get more personalised and intelligent with AI. However, children interacting with AI is likely to cause a stir and it may even raise concerns about development, privacy and the larger question – if at all AI belongs in the playroom. However, for much of the debate to unfold, it is ideal to wait for the AI-powered toys to hit the market.
The Hindu
2 days ago
- Business
- The Hindu
Barbie-maker Mattel teams up with OpenAI, eyes first AI-powered product this year
Mattel has teamed up with OpenAI to develop toys and games with artificial intelligence, and expects to launch its first AI-powered product later this year, the Barbie-maker said on Thursday. The company, which also makes Hot Wheels and Uno cards, plans to "bring the magic of AI to age-appropriate play experiences with an emphasis on innovation, privacy, and safety," it said. The move comes at a time when toy manufacturers are battling muted demand backdrop as consumers rein in spending to brace for the economic fallout of U.S. President Trump's shifting trade policy. Mattel will also incorporate OpenAI's advanced AI tools like ChatGPT Enterprise into its business operations to enhance product innovation, the company said. "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. Over the last year, Mattel has relied on producing films, TV shows and mobile games based on its products such as Hot Wheels and Barbie to offset a slowdown in its core toy business. Last month, Mattel withdrew its annual forecast and said it would raise prices on some products sold domestically in a bid to mitigate higher supply chain costs.
USA Today
2 days ago
- Business
- USA Today
Mattel and OpenAI team up to bring AI-powered toys to market in 2025
Mattel and OpenAI team up to bring AI-powered toys to market in 2025 Show Caption Hide Caption Trump threatens major tariffs for Barbies and Hot Wheels President Donald Trump this week threatened to slap a 100% tariff on products from popular toy maker Mattel. Straight Arrow News Mattel MAT.O has teamed up with OpenAI to develop toys and games with artificial intelligence, and expects to launch its first AI-powered product later this year, the Barbie-maker said on Thursday. The company, which also makes Hot Wheels and Uno cards, plans to "bring the magic of AI to age-appropriate play experiences with an emphasis on innovation, privacy, and safety," it said. The move comes at a time when toy manufacturers are battling muted demand backdrop as consumers rein in spending to brace for the economic fallout of U.S. President Trump's shifting trade policy. Mattel will also incorporate OpenAI's advanced AI tools like ChatGPT Enterprise into its business operations to enhance product innovation, the company said. In case you missed it: OpenAI buys iPhone designer Jony Ive's hardware startup, names him creative head "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. Over the last year, Mattel has relied on producing films, TV shows and mobile games based on its products such as Hot Wheels and Barbie to offset a slowdown in its core toy business. Last month, Mattel withdrew its annual forecast and said it would raise prices on some products sold domestically in a bid to mitigate higher supply chain costs. Reporting by Savyata Mishra in Bengaluru; Editing by Leroy Leo
