Reviving Toys R Us with AI-Forward Storytelling
- Toys R Us creates first brand film using OpenAI’s text-to-video tool Sora
- Toys R Us Studios collaborates with Native Foreign and Chief Creative Officer Nik Kleverov for the project
- The video imagines Toys R Us origin story
- Toys R Us aims to open up to 24 flagship stores in the US starting in 2024 through a partnership with Go Retail Group
- Generative AI tools are becoming increasingly popular in marketing and media industries
Toys R Us is embracing generative AI tools that have become the focus of marketing and media industries, as it prepares for a major relaunch. The brand collaborated with Native Foreign and Chief Creative Officer Nik Kleverov to create a one-minute photo-realistic video about its origin using OpenAI’s Sora tool. Toys R Us Studios President Kim Miller Olko served as executive producer, while Kleverov directed the project. The full video is hosted on the brand’s website and includes mentions of pop-up stores in Macy’s locations. Parent company WHP Global announced a partnership with Go Retail Group to open up to 24 flagship stores in the US starting in 2024. Toys R Us filed for bankruptcy in 2017 and liquidated its stores in 2018 but now generates $2 billion in annual retail sales. By using Sora, the brand and agency went from concept to final product in just a few weeks, condensing hundreds of iterative shots down to a few dozen. The video was created almost entirely with Sora but includes some corrective visual effects and an original score by Aaron Marsh of rock band Copeland. Toys R Us joins brands like Coca-Cola and Starburst in using generative AI for campaign materials, while tech platforms like Google and Meta, as well as agency holding companies including Publicis and WPP, also rely on the technology for growth plans.
Factuality Level: 8
Factuality Justification: The article provides accurate information about Toys R Us’s use of generative AI tools in creating a video about its origin story using OpenAI’s Sora tool. It also mentions the involvement of Native Foreign and Chief Creative Officer Nik Kleverov, as well as the partnership with Go Retail Group for opening flagship stores in the U.S. The article also highlights the speed and efficiency gained through the use of AI technology. While it doesn’t mention specific sales figures or exact store numbers, it does provide a general idea of Toys R Us’s current state and growth plans.
Noise Level: 3
Noise Justification: The article provides relevant information about Toys R Us embracing generative AI tools for its relaunch and the use of OpenAI’s Sora tool in creating a photo-realistic video. It also mentions other brands and companies using similar technology. However, it could benefit from more context on the impact of these tools on the industry and how they are being used beyond just marketing campaigns.
Financial Relevance: Yes
Financial Markets Impacted: The financial markets are impacted by the adoption of generative AI tools in marketing and media industries.
Financial Rating Justification: The article discusses Toys R Us’s use of OpenAI’s Sora tool for creating a video about its origin, which demonstrates the growing importance of generative AI in the marketing industry. This technology is also being used by other major brands like Coca-Cola and Starburst, as well as tech platforms such as Google and Meta. The adoption of these tools can potentially affect advertising budgets and strategies for various companies, impacting their financial performance and market value.
Presence Of Extreme Event: No
Nature Of Extreme Event: Other
Impact Rating Of The Extreme Event: No
Extreme Rating Justification: There is no mention of an extreme event in the article. The content discusses Toys R Us’s use of generative AI tools for marketing and its plans to relaunch with a new video created using OpenAI’s Sora technology.
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