Barbie maker Mattel has teamed up with OpenAI to create toys and games powered by artificial intelligence and plans to release its first product using the technology this year. About this informs Reuters.
The move comes as toy makers face a slump in demand as consumers cut spending due to the economic fallout from US President Donald Trump’s trade policy changes. Mattel will also use OpenAI’s advanced artificial intelligence tools, such as ChatGPT Enterprise, in its operations to increase product innovation, the company said.
“Thanks to OpenAI, Mattel will have access to advanced AI capabilities and new tools that will drive productivity, creativity and massive transformation across the company.” said Brad Lightcap, OpenAI’s director of operations.
Over the past year, Mattel has focused on producing movies, TV shows and mobile games based on its brands, such as Hot Wheels and Barbie, to offset a decline in its core toy business.
Last month, the company withdrew its full-year forecast and said it would raise prices for some of its products sold domestically to offset rising supply chain costs.
