Tell Mattel to drop the plan to use AI in kids' toys!

Mattel is backing away from a planned launch of AI-powered toys after public backlash — but it hasn’t ruled them out. That means the threat is still real, and the window to stop it is closing fast.

According to Common Dreams, Mattel recently delayed its AI toy rollout following widespread concern from parents and advocates. NBC News, CNN, NPR, and The Guardian have all reported on the growing dangers of AI toys already on the market — from inappropriate conversations and unsafe advice to serious privacy violations and emotional manipulation of children.

Consumer advocates at PIRG and child development experts warn that AI toys can undermine kids’ social and emotional development, normalize surveillance in the home, and expose children’s data with little oversight. These products are not thoroughly tested, not well-regulated, and not designed with children’s best interests in mind.

Mattel is one of the world’s most influential toy companies. If it moves forward, others will follow. That could mean AI-powered companions in bedrooms and classrooms before lawmakers or parents have a real chance to intervene.

This is a pivotal moment. Mattel’s delay shows public pressure works — but only if we keep it up.

We’re calling on Mattel’s CEO and board to permanently abandon plans for AI toys for children and commit to play that protects kids’ development, privacy, and safety.

Add your name now and help send a clear message before these products quietly return to the pipeline. 

Childhood should not be a testing ground for experimental AI.

Thanks,
Mary