Apple [1] has just bought up the talent it needs to make talking toys a part of Siri, HomePod, and its voice strategy. Apple has acquired PullString, also known as ToyTalk[2], according to Axios’ Dan Primack and Ina Fried[3]. TechCrunch has received confirmation of the acquistion from sources with knowledge of the deal. The startup makes voice experience design tools[4], artificial intelligence to power those experiences, and toys like talking Barbie[5] and Thomas The Tank Engine toys in partnership with Mattel. Founded in 2011 by former Pixar executives, PullString went on to raise $44 million[6].
Apple’s Siri is seen as lagging far behind Amazon Alexa and Google Assistant, not only in voice recognition and utility, but also in terms of developer ecosystem. Google and Amazon has built platforms to distribute Skills from tons of voice app makers, including storytelling, quizzes, and other games for kids. If Apple wants to take a real shot at becoming the center of your connected living room with Siri and HomePod, it will need to play nice with the children who spend their time there. Buying PullString [7] could jumpstart Apple’s in-house catalog of speech-activated toys for kids as well as beef up its tools for voice developers.
PullString did catch some flack for being a “child surveillance device” back in 2015, but countered[8] by detailing the security built intoHello Barbie product and saying it’d never been hacked to steal childrens’ voice recordings or other sensitive info. Privacy norms have changed since with so many people readily buying always-listening Echos and Google Homes.
In 2016 it rebranded as PullString with a focus on developers tools that allow for...