Mattal, a company behind cute toys like Barbie, is partnered with Openi to bring AI into a toy isal before the end of the year.
In a new cooperation announced this week, Matal confirmed that it would use Openai’s generative model including Chatgate Enterprise to create “Smart Play Experience” designed for children.
While companies have not ascertained what they are making, both physical toys and digital companions are on the table.
This is a major change for one of the world’s most prestigious toy manufacturers, and it is an indication of how quickly AI is taking screen, keyboard and work apps to childhood playroom.
Ai meets Barbie
Matal says that it is committed to the manufacture of age-appropriate, safe and privacy-conscious AI features. Think: Dolls that can carry forward dynamic conversations, hot wheels set with real-time coaching or UNO game that reacts to your strategy.
While those examples are speculative, the company confirmed that its first product would be launched by the end of 2025. Before the holidays? This is someone’s estimate.
“Mattal has access to advanced AI tools to enable productivity, creativity and scale changes,” said COO Brad Lichap at OpenAI.
Both companies also say that equipment will help identify and design new toys internally – Chatgate Enterprise is already used in product growth and storytelling teams.
But the real spotlight is on the fact that children and family will be able to experience in advance.
Why now?
There is no stranger for metal regeneration. After the explosive success of the film ‘Barbie’ and to convert users into action figures, users who discovered the Chhatgpt-4O image generation, the growing portophylio of digital materials means that the brand is now doubled on the technology of the future.
Openai partnership gives it a competitive edge because more toy manufacturers detect interactive, AI-Enabled Play.
As reported BloombergJosh Silverman, Chief Franchise officer of Matal, says that the company has not licensed its IP to Openai. This means, the brands are still tightly controlled, but they indicated that a series of physical and digital offerings is in development.
final thoughts
Expect more news before the holiday season about the rollout of this much awaited toy.
And if Matal survives on its promise, we can enter a new era of AI toys – where Barbie is more than a doll, but maybe even talk and listen.
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