Toys “R” Us creates history-making promotional film with generative AI
Toys “R” Us is in a first with its new brand film.
The specialty toy retailer will release the first-ever brand film using the not yet publicly released "Sora" text-to-video tool from generative AI developer OpenAI. Its Toys "R" Us Studios entertainment production arm partnered with creative agency Native Foreign, whose chief creative officer has alpha access to Sora, on the film.
Sora can generate up to one-minute-long videos featuring realistic scenes and multiple characters, all based on typed-in instructions. The brand piece tells the story of Toys "R" Us founder Charles Lazarus, featuring the mascot Geoffrey the Giraffe coming to him in a dream.
The ‘Origin of Toys "R" Us’ brand film was co-produced by Toys "R" Us Studios president Kim Miller Olko as executive producer and Native Foreign's Nik Kleverov as director. Together, the companies premiered this brand film during the 2024 Cannes Lions Festival in France, showcasing it to an audience of brand and advertising industry leaders.
"Charles Lazarus was a visionary ahead of his time and we wanted to honor his legacy with a spot using the most cutting-edge technology available," said Kim Miller Olko, Toys "R" Us global chief marketing officer and president of Toys "R" Us Studios. "Our brand embraces innovation and the emotional appeal of Toys "R" Us to connect with consumers in unexpected ways. We aim to capture that nostalgic feeling and deliver it uniquely to Toys "R" Us kids of all ages. Partnering with Native Foreign to push the boundaries of OpenAI's Sora is truly exciting. Dreams are full of magic and endless possibilities, and so is Toys "R" Us."
"The creative industry is experiencing a renaissance, much like Toys "R" Us," said Nik Kleverov, chief creative officer at Native Foreign. "Through Sora, we were able to tell this incredible story with remarkable speed and efficiency. Toys "R" Us is the perfect brand to embrace this AI-forward strategy, and we are thrilled to collaborate with their creative team to help lead the next wave of innovative storytelling."
The companies produced the film almost entirely using Sora in a few weeks, condensing hundreds of iterative shots down to a couple dozen. The film also was developed with some corrective visual effects and features an original music score composed by Aaron Marsh of indie rock band Copeland.
Toys "R" Us in growth mode
Since its acquisition by WHP in March 2021, Toys“R”Us has increased its global retail footprint with openings in the U.K., India, Dubai and Mexico. The brand marked its return in the U.S. in late 2021, opening a flagship at flagship American Dream, East Rutherford, N.J., followed by the launch of 452 in-store shops at Macy’s stores nationwide in 2022.
WHP is partnering with Go! Retail Group to roll out Toys“R”Us flagships — as many as 24— across the U.S., with the first expected to open for holiday 2024.