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Mattel Mulls AI-Powered Toys With OpenAI Partnership
- Mattel has partnered with OpenAI to integrate artificial intelligence into its toys, potentially creating digital assistants based on Mattel characters.
- The collaboration aims to make products like Magic 8 Ball and Uno more interactive by using OpenAI's tools.
- Mattel plans to unveil outcomes of the partnership later this year, focusing on physical products and experiences that reimagine play.
- The deal does not involve licensing Mattel's intellectual property to OpenAI, with Mattel staying in control of the products developed.
- Initial discussions between Mattel and OpenAI began in late 2024, as part of Mattel's transformation into a content producer beyond toys.
- Both companies see the collaboration as a way to explore new product ideas and extend creative design capabilities through AI tools.
- OpenAI has been targeting companies with iconic brands to create innovative products, aligning with Mattel's strategic shift.
- AI decisioning in marketing, discussed by Hightouch's co-founder, enables personalized customer interactions based on intent and content preferences.
- This partnership reflects Mattel's broader strategy of expanding into films, TV shows, and mobile games using its popular characters.
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