Hello Barbie will be available in stores right in time for the holidays. A campaign entitled “Hell No Barbie” however seeks to inform consumers that this doll has the potential to severely violate their privacy.
In an attempt to revitalize its Barbie brand, Mattel will soon launch Hello Barbie, a Wi-Fi-connected doll with artificial intelligence. The doll “talks” to children by recording what they say and responding accordingly. All of the children’s interactions with the doll are recorded using a microphone and are sent to a remote server through Wi-Fi. The recorded voices are then interpreted by an algorithm in order to generate an appropriate response. While some might find this innovation fun and interesting, others see in this toy a big-brotherish nightmare: It is programmed to ask personal questions to little girls, record their answers (and everything else the mic picks up) and then transmits the information to a remote location.
Even the promotional video found on the Hello Barbie website (which is meant to sell the doll) cannot help but going into creepy territory as it enumerates the numerous steps required to activate the doll : Downloading an app on a smartphone, creating an account using an e-mail address, connecting the doll to the home’s Wi-Fi network, etc. In short, well-meaning parents are actually taken through the steps required to turn this toy into a highly effective spy device that can pinpoint, with exact accuracy, who said what, at what time and where to then store all of that information on remote databases.
Hello Barbie makes conversation using voice recognition technology.
When her microphone is turned on, the doll records its playmate’s voice. The child’s dialogue then travels over the internet to a server, which interprets it so Barbie can give a tailored, pre-recorded response. It’s similar to the way Apple’s interactive Siri works.
“Hello Barbie can interact uniquely with each child … sharing stories and even telling jokes!” explains the toymaker Mattel in an online ad.
Golin and his co-campaigners worry about hackers infiltrating children’s dialogue, which will be stored on a server. They also dislike that the recorded conversations will be monitored at times to improve the system.
“Having people listen to recordings [of children]talking intimately to a doll raises a whole host of questions,” said Golin.
Return to Top