Barbie-maker Mattel and OpenAI have teamed as much as deliver generative AI to the toy-making and ever-expanding pipeline of IP repackaging.
This partnership marks new territory for OpenAI, which has signed licensing offers with information publishers and enterprise gamers, however by no means a toy-maker. Nevertheless, it’s according to the AI large’s general technique of embedding itself throughout industries, and it possible provides OpenAI a foothold in Mattel’s rising leisure arm.
The long-lasting toymaker delighted grown-up audiences in 2023 when it launched the blockbuster “Barbie” film. The corporate is at the moment engaged on movies based mostly on different toys like Scorching Wheels, Polly Pocket, Barney, UNO, and Masters of the Universe, and has a spread of animated and live-action content material for TV. Mattel can also be pushing into digital gaming, and expects to launch its first self-published sport in 2026, per the corporate’s first-quarter earnings report.
TechCrunch reached out to Mattel to be taught extra about whether or not OpenAI’s know-how will play a task in that launch.
Particulars of the deal are in any other case sparse. The 2 anticipate to announce their first “AI-powered product” later this yr, with the objective of enhancing “fan engagement in a protected, considerate, and accountable approach.”
“As a central a part of this collaboration, Mattel and OpenAI will emphasize security, privateness, and safety within the merchandise and experiences that come to market,” Mattel stated in an announcement.
Mattel workers will even get entry to OpenAI instruments like ChatGPT Enterprise to “improve product growth and inventive ideation.”
“Every of our merchandise and experiences is designed to encourage followers, entertain audiences, and enrich lives by way of play,” Josh Silverman, chief franchise officer at Mattel, stated in an announcement. “AI has the ability to develop on that mission and broaden the attain of our manufacturers in new and thrilling methods. Our work with OpenAI will allow us to leverage new applied sciences to solidify our management in innovation and reimagine new types of play.”
Whether or not which means a ChatGPT-powered Barbie or simply sooner scriptwriting, Mattel’s decades-old manufacturers are getting their next-gen enhance.
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