Mattel partners with OpenAI to bring AI-powered toys to children amid safety concerns

Mattel, the toymaker behind Barbie and Hot Wheels, has partnered with OpenAI to integrate AI capabilities into its children’s products. The collaboration will also see Mattel implement OpenAI’s tools, including ChatGPT Enterprise, across its business operations to enhance product development and drive innovation, with the first AI-powered toy expected to be announced later this year.

What you should know: The partnership spans both physical products and digital experiences, though specific details remain undisclosed.

• Josh Silverman, Mattel’s chief franchise officer, said the collaboration will “enable us to leverage new technologies to solidify our leadership in innovation and reimagine new forms of play.”
• The companies emphasized that new products will be designed with “innovation, privacy and safety” as priorities.
• Bloomberg reported that the partnership will cover “across the spectrum of physical products and some experiences.”

Why this matters: The deal represents a significant expansion of AI into children’s entertainment, potentially reshaping how kids interact with toys and learn through play.

• Mattel’s integration of ChatGPT Enterprise into its operations signals how traditional toy companies are adopting AI to streamline product development.
• The partnership could influence how other major toy manufacturers approach AI integration in their products.

Industry concerns: Child development experts are raising red flags about the psychological impacts of AI-powered toys on young users.

• Marc Fernandez, chief strategy officer at Human Context AI company Neurologyca, warned that “emotionally responsive AI can feel ‘alive’ to children.”
• He cautioned that such technology “can disrupt how they form social skills by replacing the unpredictable, reciprocal nature of human interaction with something artificially perfect and emotionally shallow.”

The risks: Experts highlight potential dangers of exposing children to unpredictable AI responses without proper safeguards.

• Fernandez noted that “generative AI can unintentionally say something inappropriate, confusing, or emotionally jarring” to children.
• The concern extends to children forming attachments that “feel real but lack true mutual understanding, making it harder to distinguish between genuine human care and programmed responsiveness.”

What they’re saying: Industry experts stress the need for responsible AI implementation in children’s products.

• “It’s risky without guardrails,” Fernandez said. “AI shouldn’t just respond fluently, it should respond responsibly.”
• He emphasized that “Neurologyca’s platform focuses on emotional and situational awareness” as a model for safer AI interactions with children.