Dec. 15 at 8:25 PM
Mattel will not release its first product developed with OpenAI in 2025 as initially planned, missing the holiday-season target announced earlier this year. The toy maker confirmed the delay to Axios, citing that nothing is planned for the upcoming holidays.
The postponement comes amid increased scrutiny of AI interactions with teenagers and challenges faced by other generative AI–powered toys. When launched, the product will be aimed at older users and families, in line with OpenAI’s developer interface, which supports users aged 13 and up. Mattel has not provided a new launch timeline, stressing that AI is meant to complement—not replace—traditional play, and that any future products will meet safety and privacy standards.
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