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The Conversation
The Conversation
Andrew McStay, Professor of Technology & Society, Bangor University

Mattel and OpenAI have partnered up – here’s why parents should be concerned about AI in toys

Mattel OpenAI Barbie Matchbox Mega Thomas Friends UNO United Kingdom The Conversation
Savanevich Viktar/Shutterstock

Mattel may seem like an unchanging, old-school brand. Most of us are familiar with it – be it through Barbie, Fisher-Price, Thomas & Friends, Uno, Masters of the Universe, Matchbox, MEGA or Polly Pocket.

But toys are changing. In a world where children grow up with algorithm-curated content and voice assistants, toy manufacturers are looking to AI for new opportunities.

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