Mattel Promises AI Toys

Today in our latest episode of Things Nobody Asked For, we've got the announcement that Mattel has teamed up with the folks at OpenAI to bring you toys that absolutely nobody has asked for.

It's a "strategic collaboration," say the folks at Mattel corporate. The announcement comes with lots of corporate argle bargle bullshit:

Brad Lightcap, Chief Operating Officer at OpenAI, said: "We're pleased to work with Mattel as it moves to introduce thoughtful AI-powered experiences and products into its iconic brands, while also providing its employees the benefits of ChatGPT. With OpenAI, Mattel has access to an advanced set of AI capabilities alongside new tools to enable productivity, creativity, and company-wide transformation at scale." 

Josh Silverman, Chief Franchise Officer at Mattel, said: “Each of our products and experiences is designed to inspire fans, entertain audiences, and enrich lives through play. AI has the power to expand on that mission and broaden the reach of our brands in new and exciting ways. Our work with OpenAI will enable us to leverage new technologies to solidify our leadership in innovation and reimagine new forms of play.”

You'll note that the poor meat widgets who work for Mattel are going to have to deal with AI and the "new tools to enable productivity, creativity, and company-wide transformation at scale." 

As for play, well, who knows. Mattel's big sellers include Uno. If you don't have card-playing children in your home, you may be unaware that Uno now comes in roughly 647 different versions, including some that have new varieties of cards ("Draw 125, Esther!") and some that involve devices to augment game play, like a card cannon that fires cards at your face in an attempt to get you to drop out of the game before your face is sliced to ribbons. So maybe the AI will design new cards, or we'll have a new tower that requires you to eat a certain number of rocks based on whatever credit score it makes up for you.

Mattel is also the Hot Wheels company, so I suppose we could have chatting toy cars that trash talk each other. Maybe they could more efficiently make the "bbbrrrrrrrrrrrrrooom" motor noises quickly and efficiently, leaving children more free time to devote to other stuff. The AI could also design new cars; I'm holding out for the Datamobile that collects as much family surveillance data as possible and then drives itself to a Mattel station where it can download all that surveillance info to... well, whoever wants to pay for it.

But I think the real possibilities are with Mattel's big seller-- Barbie! Imagine a Barbie who can actually chat with little girls and have real simulated conversations so that the little girls don't have to have actual human friends. 

The possibilities of this going horribly wrong are as limitless as a teen's relationship questions. Which of course are being asked of chatbots, because they trained on the internet and the internet is nothing if not loaded with sexual material. So yes, chatbots are sexting with teens. Just one of the many reasons that some auth0orities suggest that kids under 18 should not be messing with AI "companions" at all. 

Maybe Mattel isn't going to do anything so rash. Maybe Barbie will just have a more 21st century means of spitting out one of several pre-recorded messages ("Math is fun!") Please, God, because an actual chatbot-powered Barbie would be deeply monstrous.

Scared yet? Just remember-- everything a bot "hears" and responds to it can also store, analyze and hand off to whoever is interested. Don't think if it as giving every kid a "smart" toy-- think of it as giving every kid a monitoring device to carry and be surveilled by every minute of the day. And yes, a whole bunch of young humans are already mostly there thanks to smartphones, but this would expand the market. Maybe you are smart enough to avoid giving your six year old a smartphone, but gosh, a doll or a car that can talk with them, like a Teddy Ruxpin with less creep and more vocabulary-- wouldn't that be sweet.

It's not clear to me how much AI capability can be chipped into a child's toy (do we disguise it by giving Barbie an ankle bracelet?) especially if the toymakers don't figure out how to get Barbie or the Datamobile logged into the nearest wi-fi. Best case scenario is that this mostly results in shittier working conditions for people at Mattel and toys that disappoint children by being faux AI. Worst case is a bunch of AI and child horror stories, plus a monstrous expansion of surveillances state (buy Big Brother Barbie today!). 

But I have a hard time imagining any universe in which we look back on this "team" and think, "Gosh, I'm really glad that happened."