- Mattel has delayed the announcement of its first product in partnership with OpenAI beyond the originally planned 2025 date.
- The initial product, focused on using AI for toys or digital experiences, will be targeted at older children and families, not young children.
- Mattel emphasizes that AI will supplement, not replace, traditional play experiences.
- The postponement comes amid rising concerns about AI safety for teenagers.
- Recent retail sentiment remains positive around MAT shares, which are up 15% this year.
Mattel has confirmed it will not meet its initial goal of announcing its first Artificial Intelligence-powered product in collaboration with OpenAI in 2025. The company stated that nothing is planned for the upcoming holiday season as part of this partnership, according to a company spokesperson.
The collaboration between Mattel and OpenAI was first announced in June, with plans to create a range of AI-powered products and experiences. The exact nature of the first product—whether a physical toy or a digital experience—was not revealed at the time. In July, Mattel noted that “AI has the power to expand on our mission and broaden the reach of our brands in new and exciting ways.”
The first release will be aimed at families and customers 13 years or older. This decision aligns with OpenAI‘s developer guidelines, which currently support users aged 13 and up. Mattel emphasized to Axios that it regards AI as a tool to enhance traditional play, not to replace it.
The delay comes amid ongoing concerns over AI’s effects on teenagers. Axios noted that the postponement follows increased attention to AI’s impact after a lawsuit was filed regarding the death of a 16-year-old, whose parents allege that a version of ChatGPT contributed to the tragedy. OpenAI addressed these concerns by stating in a November blog post that “We have safeguards in place to help people, especially teens, when conversations turn sensitive. We continue improving ChatGPT’s training to recognize and respond to signs of mental or emotional distress, de-escalate conversations, and guide people toward real-world support.”
Despite the delay in product announcements, retail sentiment on Stocktwits around Mattel shares remained bullish in recent days, and company stock has risen about 15% in 2024 and 8% over the last 12 months.
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