On June 12th, Eastern Time of the United States, Mattel, the manufacturer of Barbie dolls and Hot Wheels, announced a strategic partnership with OpenAI. It will leverage OpenAI’s technology to enhance productivity and promote product innovation, and plans to launch its first AI product later this year. The following is the specific introduction:
Cooperation background: Currently, toy manufacturers are facing a situation of weak demand, and consumers are cutting back on spending due to economic impacts. Mattel is also facing operational pressure. Although its revenue in the first quarter of fiscal year 2025 increased by 2% year-on-year to 827 million US dollars, its net profit was a loss of 40.31 million US dollars, a year-on-year decline of 42.57%.
The cooperation content: Mattel will integrate OpenAI’s advanced artificial intelligence tools, such as ChatGPT Enterprise Edition, into its business operations to enhance product innovation. The products developed through cooperation not only include traditional toys but also some high-tech interactive experiences, covering both physical toys and some interactive experiences. Mattel emphasizes the importance of safety, privacy and security in its products and experiences, and takes control of all product development by itself. It will not entrust the brand and design to OpenAI.
The significance of the collaboration: For Mattel, the combination of AI and toys helps to design, develop and launch breakthrough toys, consolidate its leading position in innovation, and reconceive new forms of play. With the help of OpenAI’s tools, Mattel can acquire a set of advanced AI capabilities, achieving large-scale productivity improvements, creativity stimulation, and overall transformation across the company. For OpenAI, this collaboration marks its first time working with a toy manufacturer, aligning with its strategic direction of promoting the cross-border penetration of AI. It is expected to enter Mattel’s continuously expanding entertainment business segment through this partnership.
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