NEW YORK, June 24, 2024 /PRNewswire/ — Toys”R”Us has set a pioneering precedent in the industry by debuting the first-ever brand film created using OpenAI‘s innovative text-to-video tool, Sora. Presented during the prestigious 2024 Cannes Lions Festival, the film marks a significant leap forward for the iconic toy brand, captivating an exclusive audience of global brand and advertising leaders at the LBB Beach event in France.
Produced in collaboration with Native Foreign, an Emmy-nominated creative agency granted alpha access to Sora ahead of its public release, Toys”R”Us Studios spearheaded this groundbreaking project. The brand film titled “The Origin of Toys”R”Us” was helmed by Kim Miller Olko, four-time Emmy Award-winning producer and President of Toys”R”Us Studios, alongside director Nik Kleverov from Native Foreign.
Sora’s cutting-edge capabilities enabled the creation of dynamic, up to one-minute-long videos featuring realistic scenes and multiple characters, all scripted from typed-in instructions. The film intricately weaves the visionary tale of Toys”R”Us founder Charles Lazarus, portraying his transformative idea that forever changed the landscape of toy retail. Central to the narrative is Geoffrey the Giraffe, the beloved brand mascot, depicted as a visionary symbol appearing to Lazarus in a dream—a dream that would delight generations of children worldwide.
Kim Miller Olko, Toys”R”Us Global Chief Marketing Officer and President of Toys”R”Us Studios, expressed the brand’s commitment to innovation and emotional connection through this AI-driven initiative: “Charles Lazarus was a visionary ahead of his time, and we wanted to honor his legacy using the most cutting-edge technology available. Our aim is to evoke nostalgia and deliver a unique experience to Toys”R”Us kids of all ages.”
Nik Kleverov, Chief Creative Officer at Native Foreign, highlighted the transformative impact of Sora on storytelling: “Through Sora, we were able to craft this incredible story with remarkable speed and efficiency. Toys”R”Us, with its rich history and emotional resonance, was perfectly suited to embrace this AI-forward strategy.”
OpenAI’s Sora facilitated the realization of the concept within weeks, condensing numerous iterative shots into a concise visual narrative. While predominantly powered by Sora, the film also included corrective visual effects and an original music score composed by Aaron Marsh from the acclaimed indie rock band Copeland.
To experience “The Origin of Toys”R”Us” brand film and delve into the magic of Toys”R”Us’s journey, visit https://toysrus.com/studios.
About Toys”R”Us:
Toys”R”Us has been a global leader in the toy industry for over 70 years, celebrating childhood joys and playtime experiences. Geoffrey the Giraffe™, cherished by millions worldwide, embodies the spirit of Toys”R”Us. In the U.S., Toys”R”Us can be found at Macy’s stores, flagship locations such as American Dream and Mall of America, and online at toysrus.com. Globally, the brand operates over 1,400 stores and e-commerce platforms across 32 countries, generating more than USD $2 billion in annual retail sales. Toys”R”Us is owned by WHP Global, a prominent brand management firm overseeing a portfolio generating USD $7.5 billion in retail sales. Stay updated with the latest from @toysrus on social media.