Toy giant Mattel has announced a partnership with OpenAI to create AI-powered products, marking OpenAI's entry into consumer entertainment. This collaboration will utilize OpenAI's technology to enhance product development for brands like Barbie and Hot Wheels, with the first product launch expected later this year. The agreement also includes integrating ChatGPT Enterprise into Mattel's business operations to improve creative processes. Mattel emphasizes safety, privacy, and age-appropriate experiences as essential aspects of their collaboration. Despite this partnership, Mattel will retain full control over its brands, ensuring it does not license its intellectual property to OpenAI. This partnership underlines the growing intersection of AI technology and children's entertainment, promoting innovative play experiences.

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