The Shiro Corporation - Induction ChatGPT, OpenAI, collaborates with renowned toy manufacturer, Mattel, to create toys equipped with artificial intelligence (Artificial Intelligence/AI).
The collaboration was officially announced by both companies on June 12th through an official statement. Mattel itself is a company that produces popular toys such as Barbie and Hot Wheels.
"OpenAI is working with Mattel to bring a new dimension of AI-powered innovation and wonder to Mattel's iconic brands," wrote OpenAI on its official website.
In this collaboration, Mattel confirms that it will use OpenAI's generative models, including ChatGPT Enterprise, to create "intelligent play experiences" designed for children.
Mattel said that the company is also committed to using age-appropriate, safe AI features and continues to prioritize children's privacy.
OpenAI and Mattel also mentioned that the goal of this collaboration is to increase fan engagement in a safe, wise, and responsible manner.
"As a key part of this collaboration, Mattel and OpenAI will emphasize safety, privacy, and security in the products and experiences they market," said Mattel.
Josh Silverman, Chief Franchise Officer at Mattel, said that the collaboration between OpenAI and Mattel will include physical products and a number of "experiences." However, it was not specified what these "experiences" would entail.
Mattel will also have full control over co-developed products.
As part of this collaboration, Mattel employees will gain access to OpenAI tools. For example, ChatGPT Enterprise, which can be utilized for product development and creative ideas, will be consolidated. KompasTekno dari TechCrunch, Wednesday (6/18/2025).
Nevertheless, Mattel and OpenAI have not disclosed details of the collaboration, including what products will be released through this partnership. It is unclear whether the talking Barbie will be powered by ChatGPT or if it will involve other types of toys.
Clearly, the first product from the collaboration between these two companies will be announced by the end of this year at the latest.
OpenAI also makes gadget replacements smartphone
OpenAI is also currently working on a product gadget AI-based that is expected to be able to replace smartphone.
According to Sam Altman, CEO of OpenAI, the advanced device was developed together with former Apple design chief, Jony Ive.
Ive is known for his work on the iPhone and various other Apple products. The collaboration between Ive and Altman is expected to create devices that are not only advanced but also aesthetic.
According to Altman, the gadget will utilize generative AI to simplify interactions with complex users. The interaction is also more focused on voice commands supported by an intuitive interface, thereby minimizing touch input or manual typing.
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