Barbie-maker Mattel teams up with OpenAI, eyes first AI-powered product this year

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Barbie-maker Mattel teams up with OpenAI, eyes first AI-powered product this year
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PETALING JAYA: Star Media Group (SMG) has been awarded silver for 'Best Digital Publisher of the Year' at the MDA D-Awards 2025, recognising the Group's role in using journalism to accelerate ESG awareness and action through StarESG, its dedicated editorial platform for environmental, social and governance (ESG) issues.

The Mattel company logo is pictured at the entrance of the Montoi plant in the municipality of Escobedo, Mexico March 15, 2022. REUTERS/Daniel Becerril

The company, which also makes Hot Wheels and Uno cards, plans to"bring the magic of AI to age-appropriate play experiences with an emphasis on innovation, privacy, and safety," it said. Mattel will also incorporate OpenAI's advanced AI tools like ChatGPT Enterprise into its business operations to enhance product innovation, the company said.

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