Toys”R”Us makes history with first-ever brand film using AI text-to-video tool Sora

Toys “R” Us is making a comeback with the help of AI. The toy retailer has created a brand film about its origin, using OpenAI’s unreleased text-to-video tool, Sora. Toys”R”Us Studios, the company’s entertainment studio, partnered with creative agency Native Foreign, which had early access to Sora. The revived brand, now managed by WHP Global, claims to be the first brand to premiere a film utilizing this tool, which is still not available to the public yet.

Capturing the nostalgia of Toys”R”Us while connecting with a new generation

The short film, which premiered at the 2024 Cannes Lions Festival in France, follows a young Toys “R” Us founder, Charles Lazarus, who had a vision to transform toy stores with the help of the brand’s mascot Geoffrey the Giraffe. “We wanted to honor Charles Lazarus’ legacy with cutting-edge technology,” said Kim Miller Olko, Toys”R”Us Global Chief Marketing Officer. “This film captures the nostalgia of Toys”R”Us while connecting with a new generation.”

In just weeks

Sora’s ability to generate realistic scenes and characters based on text prompts allowed the creation of the film in just weeks, explained Toys “R” Us in a statement. While some visual effects adjustments were added, the core of the film sprang from the power of AI. “The creative industry is undergoing a transformation, just like Toys”R”Us,” stated Nik Kleverov, Chief Creative Officer at Native Foreign. “Sora’s speed and efficiency enabled us to tell this remarkable story in a unique way.”

Potential of generative AI in the industry

This project highlights the potential of generative AI in the marketing and media landscape. Sora condensed the creation process, saving both time and resources. As Toys”R”Us prepares for a major comeback, this film positions them at the forefront of innovative storytelling. The short film can be viewed on the Toys”R”Us website, alongside details of their pop-up stores within Macy’s locations and plans for flagship stores across the U.S. This resurgence comes after Toys”R”Us filed for bankruptcy in 2017, demonstrating the brand’s enduring appeal and commitment to the future of play.