The best friend of humanity? Mattel announces collaboration with Open AI to create interactive toys for children.

Global toy giant Mattel recently announced a partnership with OpenAI to integrate generative AI into its products. This collaboration brings an innovative revolution to the traditional children's toy industry, but it has also sparked discussions among media and experts about the potential psychological effects of AI interactive toys on children.

Mattel has a history of over 80 years, known for creating products that inspire imagination and entertainment experiences. This collaboration with OpenAI will accelerate the innovation of AI application scenarios for brands including Barbie and Hot Wheels, enhancing immersive interaction experiences with children. Mattel's Chief Operating Officer Josh Silverman stated that AI will allow the brand to showcase its charm in new ways. OpenAI's CEO Brad Lightcap expressed excitement about collaborating with Mattel to help them integrate generative AI into their products. It is reported that Mattel has begun integrating ChatGPT Enterprise to strengthen product development and creative design. This collaboration signifies the formal entry of AI into the traditional toy industry, and the human toy industry is about to be disrupted, reaching a historic moment.

The Evolution of Interactive Toys: From Talking Dolls to Emotional Simulation AI

From the Chatty Cathy that could speak simple sentences in the 1960s to the interactive Furby and Tamagotchi of the 1990s, the toy industry has always aimed to develop toys that can interact with real people. As early as 2015, Mattel launched Hello Barbie, which used the built-in system of the Barbie doll to capture children's images and voice prints, uploading them to cloud storage. The AI could remember the conversations between the toy and the children, creating interactions with the kids. This raised cybersecurity concerns at the time, as the data would be sent back to the server, posing a threat to the privacy and safety of children if leaked. After public backlash, Mattel removed this product from the market.

Today, the introduction of generative AI in toys will create a new landscape for the traditional toy market. Unlike the previously preset voice recognition, the new generation of AI toys can engage in smooth conversations, simulate human emotions, remember preferences, and even provide comfort or suggestions. Although these systems do not possess true understanding, the illusion of "caring" they create may lead children to develop emotional attachments.

Experts are concerned: AI toys may infringe on children's privacy rights and bring emotional attachment risks.

AI toys are entering homes, and experts are warning about their potential risks. First, there are privacy issues. Children cannot understand how their personal information will be used, and parents may not be fully aware either. A national survey in the UK in 2021 indicated that 80% of parents are concerned about their children's data access issues, and 54% of respondents believe that if toys detect signs of child abuse, they should report it to authorities, but this also raises concerns about national surveillance. ( Note: There are many tools available on the market that can monitor children's activities, such as baby cameras, etc., which, even excluding toys, can also record children's images.

Secondly, there are psychological impacts. AI toys may create an illusion of empathy and care, leading children to develop a dependency on non-human AI systems. Research shows that 75% of respondents are concerned that children will form emotional attachments to AI, and more than half believe it is inappropriate for children to confide their inner problems to AI. Without transparent mechanisms and education, such interactions may affect children's emotional and personality development as well as their interpersonal relationships.

Regulations and ethical standards urgently need improvement.

Currently, most countries around the world have not established clear regulations regarding AI toys. The UK's "Data Use and Access Act" in 2025 and the EU's "Artificial Intelligence Act" provide certain protections for children's privacy, but the details are still incomplete. The International Organization for Standardization (ISO) is developing the P7014.1 standard, attempting to set design and usage guidelines for "AI systems that simulate empathy."

The standard will provide preventive recommendations for potential psychological risks, including reducing emotional dependence, avoiding prolonged conversations, etc. Education programs on understanding artificial intelligence are also seen as key to mitigating risks and promoting a sense of responsibility.

Are AI toys meant to create rich interactive experiences for children, or do they provide data and brand loyalty for companies? This is a question that parents and society must ponder deeply. If not properly regulated and educated, these toys with emotional simulation functions may not only change the way children play but also reshape their childhood and their future interactions with real people after entering society. As technology intrudes into the growth process of children, the future world must not only pursue interaction and entertainment but also reflect on ethics and responsibility.

This article Human's Best Friend? Mattel announces collaboration with Open AI to create interactive toys for children first appeared in Chain News ABMedia.