Sven Gerjets has learned numerous invaluable lessons – and a few counter-intuitive truths – since joining Mattel as chief technology officer in mid-2017.
In that role at the El Segundo, California-based toy manufacturer, it might be expected that Gerjets would be eager to inject any new offering from Barbie, Hot Wheels or American Girl with artificial intelligence, voice technology, or equivalent digital bells and whistles.
But, in fact, he reported, “What I’ve learned is putting technology in a plastic housing and calling it a ‘toy’ does not make it a toy.
“Toys are really...