Mattel, the toymaker behind iconic brands like Barbie and Hot Wheels, has announced a partnership with OpenAI to develop AI-powered toys and experiences. The collaboration aims to bring generative AI to Mattel’s products, but details about specific plans remain scarce. OpenAI’s services, including the popular ChatGPT, are not intended for users under 13 years of age.
Mattel states that it will comply with all safety and privacy regulations in this new venture. However, concerns have been raised about the implications of AI in toys and the potential risks to children’s well-being. Over the years, toys have evolved from simple playthings to sophisticated, interactive companions.
Chatty Cathy in 1960, Teddy Ruxpin in the 1980s, and “Hello Barbie” in 2015 are notable examples of toys that incorporated various levels of technology and interactivity. The introduction of generative AI in toys represents a new frontier. These AI-enabled toys will be capable of engaging in free-flowing conversations, simulating care, expressing emotions, remembering preferences, and providing seemingly thoughtful advice.
While these systems may not truly understand or care about the children, their interactions can appear convincingly empathetic. Privacy and psychological impact are among the chief concerns raised by experts and parents. Children may not fully understand how their data is processed, and even parents might struggle to comprehend the implications of data sharing.
Online consent systems often persuade users to accept terms without fully understanding what is being shared. Another worry is the psychological intimacy these toys can create.
Mattel’s new AI toy collaboration
By mimicking human empathy, they may lead children to form one-sided emotional bonds with systems that cannot reciprocate genuine care or feelings. As AI systems learn about a child’s moods and preferences, they may also develop data profiles that persist into adulthood, making these toys not just playthings but psychological actors. A 2021 study found that 80% of parents were concerned about who had access to their child’s data, and 54% of UK citizens agreed that toy companies should be obliged to flag possible signs of abuse or distress to authorities.
This raises complex questions about privacy and state surveillance. Despite these concerns, many parents see the benefits of their children understanding emerging technologies, resulting in a mixed response of curiosity and caution. Most parents support having clear consent notices on packaging as a crucial safeguard against potential risks.
In subsequent research focusing on children, 75% of respondents voiced concerns about children becoming emotionally attached to AI, and 57% felt it was inappropriate for children to confide in AI companions about personal issues. There are also worries about the potential impact on child development, with respondents seeing the scope for harm. The question of whose interests these AI toys genuinely serve—whether those of the child or the business model—remains pivotal.
The integration of AI in toys is progressing rapidly, but the UK still lacks specific AI laws. The UK’s recent updates to data protection regulations recognize the need for robust child protection measures. International governance efforts, like the forthcoming global standard on the ethical design of AI systems by IEEE, are crucial.
These standards can identify potential harms and offer guidance on responsible usage. As this technology progresses, it’s vital to consider ethical guidelines and legislate accordingly to safeguard children’s well-being. Mattel declined to comment on the issues raised by these developments, leaving many questions unanswered about the future of AI in toys and its impact on the next generation.
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Senior Software Engineer with a passion for building practical, user-centric applications. He specializes in full-stack development with a strong focus on crafting elegant, performant interfaces and scalable backend solutions. With experience leading teams and delivering robust, end-to-end products, he thrives on solving complex problems through clean and efficient code.
