Mattel (MAT) has partnered with OpenAI to use its artificial intelligence tools to design and enhance toys and other products based on its brands, Bloomberg News reported Thursday, citing a joint interview with OpenAI's Chief Operating Officer Brad Lightcap and Mattel's Chief Franchise Officer Josh Silverman.
The collaboration, still in its early stages, could reportedly lead to digital assistants based on Mattel characters or more interactive versions of toys like the Magic 8 Ball and Uno.
Mattel retains full control of its intellectual property under the deal, which began with discussions late last year, and plans to announce its first AI-powered product later this year, Bloomberg reported.
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