Lisa McKnight - AI technologies being integrated into Mattel workflows - video Dailymotion

Variety

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00:00What new technologies is Mattel using?

00:03Yeah, we're working across a bunch of different tools,

00:06and I do want to reinforce that these are tools

00:08for our incredibly talented creative teams

00:11to accelerate work, improve productivity,

00:16but certainly at this point not replace

00:17that important human talent and, again, creative instinct.

00:22Really finding nice success with packaging.

00:26With a lot of our products, the package is about storytelling,

00:30and so you can imagine Barbie with a career.

00:35She might be a veterinarian,

00:38and so we can prompt Adobe Firefly

00:40to help us create some scenery and storytelling art

00:44to reinforce that, which is a great starting place.

00:47We're finding it to be really helpful also

00:49for initial inspiration, mood boards.

00:52You know, we're working with Fisher-Price on new sensory toys,

00:55and we can prompt sensory,

00:57we can prompt, you know, color palettes

01:00that are popular, popular developmental toys,

01:03and we'll get a bunch of great inspiration

01:05that starts as sort of a mood board

01:07for our design team to generate against.

01:10Can you tell us a little bit more

01:11about how Mattel is celebrating your birthday this year?

01:14What are you guys doing to celebrate and commemorate

01:16the years that you've been in the toy business?

01:18Oh, my goodness.

01:19Well, 80 years young, so doing lots of fun things.

01:23I would say the one initiative I'm really proud of

01:25is our philanthropic initiatives.

01:30We're figuring out with 80 partners

01:33different ways to celebrate play around the world

01:35and bring play to kids

01:38and different communities that are underserved,

01:42and that's something that everyone at the company

01:45has been participating in

01:46and we're really enjoying.

01:48We've got a ruby red anniversary commemorative toy line

01:51that's fun, so imagine, you know, iconic products,

01:55the Fisher-Price chatter phone,

01:57an iconic Hot Wheels Corvette,

02:00a Barbie in gorgeous ruby red finishes.

02:04It's the anniversary color for the 80th.

02:06And lots of other fun things.

02:09We've got a gorgeous coffee table book from Rizzoli

02:11coming out celebrating the history of the company

02:13and pulling some really neat imagery from the archives.

Lisa McKnight - AI technologies being integrated into Mattel workflows

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