Cover Mattel’s AI toy might change playtime for children—how do parents feel about this? (Photo: Pexels)
Mattel’s AI toy might change playtime for children—how do parents feel about this? (Photo: Pexels)
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Mattel’s AI-driven toy sparks conversations among parents and educators about children’s development and creativity in an increasingly AI-driven world
When Mattel announced its collaboration with OpenAI earlier this month to develop AI-powered toys and games, the iconic toy manufacturer promised to revolutionise playtime with AI. However, the partnership has ignited a debate among parents and educators about whether AI-enabled toys represent innovation or a threat to childhood development.
The Barbie-maker expects to launch its first AI-powered product later this year, marking a significant shift in the toy industry towards interactive, conversational play experiences. While Mattel has not revealed specific details about its AI-driven play concept, the announcement has already sparked conversations about the psychological impact on developing minds.
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Parental anxiety runs high
Above Jeannie Leung with her daughter. Leung encourages open-ended play for her child (Photo: courtesy of Jeannie Leung)
Jeannie Leung with her daughter. Leung encourages open-ended play for her child (Photo: courtesy of Jeannie Leung)
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Recent surveys reveal parents are growing more and more concerned about the potential role of AI in children’s lives. Research done in 2025 by scholars at the UK’s Bangor University indicates that 75 per cent of respondents expressed worry about children becoming emotionally attached to AI companions. 57 per cent of parents believed it’s inappropriate for children to confide in AI toys about their thoughts, feelings or personal issues.
Jeannie Leung, an educator at Bring Me A Book Hong Kong and a parent herself, exemplifies these concerns. “It’s nerve-wracking to hear that AI is being infused into toys. Concerns about privacy and data collection are certainly top of mind,” Leung says.
Leung, whose seven-year-old daughter would fit the target demographic for AI-enabled toys, questions the commercial motivations behind such products. “I do feel the whole ‘infusing AI into toys’ thing, it’s more from an adult or commercial perspective. I’m not sure if it’s done from the child’s point of view,” she says.
The concerns reflect deeper anxieties about screen time, digital dependency and the potential for AI toys to replace human interaction during crucial developmental years.
Educational impact concerns
Above Jeannie Leung’s daughter is playing with toys that spark her imagination (Photo: courtesy of Jeannie Leung)
Jeannie Leung’s daughter is playing with toys that spark her imagination (Photo: courtesy of Jeannie Leung)
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Educators are particularly worried about the potential developmental consequences of AI-integrated toys. Leung, who advocates for open-ended play with a Montessori-inspired approach, worries about over-reliance on technology during play. “Would there be an over-reliance on these toys? And would that discourage children from playing with other children or having in-person interactions?” she asks.
These concerns are amplified by existing issues with screen addiction among children. “Given the wider context that we’re already dealing with a lot of screen use or even an issue of screen addiction, is it the right time to be introducing this kind of technology?” she says. Leung herself believes in letting her daughter explore her creativity through interacting with other kids and nature, so that her imagination flows freely in these open environments.
The case for AI in special needs education
However, the debate isn't entirely one-sided. Some specialists in developmental paediatrics see potential benefits, particularly for children with specific learning needs.
Dr Wai Fan Fanny Lam, specialist in developmental behavioural paediatrics in Hong Kong, offers a nuanced perspective on AI’s role in child development: “AI can be a very helpful tool as a tailor-made and early intervention for children with learning differences, such as Autism Spectrum Disorder (ASD).” With that in mind, Dr Lam has already launched a social robot toy called Moxie.
“Moxie helps children with ASD build up their social skills through interactive play. Our experience has been positive, especially during Covid. On the other hand, children should also be encouraged to be engaged in undirected and sensory-rich play to develop creativity and executive function,” says Dr Lam.
A growing market despite concerns
Above As Mattel moves forward with its AI toy development, many people advise caution (Photo: Pexels)
As Mattel moves forward with its AI toy development, many people advise caution (Photo: Pexels)
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Despite the controversy, the artificial intelligence toy market is experiencing explosive growth. Industry experts project the market will expand from US$42 billion in 2025 to US$224 billion by 2034. The growth trajectory suggests that companies like Mattel are responding to perceived consumer demand for more interactive, technologically sophisticated toys. However, the disconnect between market projections and parental concerns raises questions about whether this growth is driven by genuine consumer desire or corporate assumptions.
As Mattel prepares to launch its first AI-powered product, the company faces the challenge of balancing innovation with child welfare concerns. The stakes are high—not just for Mattel’s bottom line, but for the well-being of the next generation.
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Suchetana Mukhopadhyay is the Digital Content Manager for Tatler Hong Kong. In this role, she leads all digital editorial and branded content on Tatler Hong Kong’s website, from brainstorming story ideas with the writers to editing and publishing the articles, and from managing the overall content flow to driving search engine optimisation. She also leads the beauty content at Tatler Hong Kong and across the region, and is always looking to champion diversity through her articles. She was previously with Cedar Hong Kong and Gafencu, and freelanced for the South China Morning Post, Campaign Asia-Pacific, CNN and more. Contact her here.
