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Toymaker Mattel and artificial intelligence company Openai announced a new partnership on Thursday to develop AI-powered products and experiences rooted in Mattel’s iconic brand portfolio.
This collaboration combines Mattel’s decades of experience in family entertainment with Openai’s leading AI technology to create innovative, age-friendly play experiences focused on safety, privacy and innovation.
“Each of our products and experiences is designed to inspire fans, entertain audiences and enrich our lives through play,” said Josh Silverman, Mattel’s chief franchise officer. “AI has the power to expand its mission and broaden its brand reach in new and exciting ways.”
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Mattel integrates tools such as ChatGpt Enterprise into internal operations to enhance product development and creative ideas.
The company says the collaboration will help to deepen fan engagement and drive innovation across its portfolio, including well-known brands such as Barbie, Hot Wheels and Fisher Price.
The company said it is expected that their first joint product will be released later this year.
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