Mattel Toys makes deal with OpenAI to create AI powered toys.....

[IcyPeas]

Mattel’s going to make AI-powered toys, kids’ rights advocates are worried
Posted: June 19, 2025 by Danny Bradbury

Toy company Mattel has announced a deal with OpenAI to create AI-powered toys, but digital rights advocates have urged caution.

In a press release last week, the owner of the Barbie brand signed a “strategic collaboration” with the AI company, which owns ChatGPT. “By using OpenAI’s technology, Mattel will bring the magic of AI to age-appropriate play experiences with an emphasis on innovation, privacy, and safety,” it said.

Details on what might emerge were scarce, but Mattel said that it only integrates new technologies into its products in “a safe, thoughtful, and responsible way”.

Advocacy groups were quick to denounce the move. Robert Weissman, co-president of public rights advocacy group Public Citizen, commented:

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