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The rise of artificial intelligence in our media and entertainment industries has raised a lot of concerns about programs like Open Al\u2019s text-to-video maker Sora replacing the artistic endeavors and aspirations of humans. If those AI made movies are anything like a new brand film about the Toys ‘R’ Us toy store chain’s origin story, the only thing we\u2019ll have to fear is watching them.<\/p>\n
Toys \u2018R\u2019 Us\u2019s current owner WHP Global worked with the Emmy nominated creative agency Native Foreign to create a short brand film called The Origin of Toys \u2018R\u2019 Us<\/em><\/a>\u00a0<\/em>using OpenAI\u2019s text-to-video creator Sora. The film premiered at the 2024 Cannes Lions International Festival of Creativity and can currently be viewed on the toy retailer\u2019s website<\/a>.<\/p>\n The Origin of Toys \u2018R\u2019 Us<\/em> is only a little over a minute long but it\u2019s a mix of confusing and eerie. The film features the young version of the toy store chain\u2019s founder Charles Lazarus coming up with the idea for his signature retail creation and its giraffe mascot Geoffrey but almost the entire thing takes place in some kind of cosmic fever dream. It\u2019s like someone tried to take the hollow behavior of M3GAN, dressed her up like Opie Taylor from The Andy Griffith Show<\/em> and let it loose in the remnants of a toy store that blew up near the edge of the universe.<\/p>\n In the movie, Mini-Charles is a starry eyed kid hanging out in a bicycle shop owned by his father who looks like a cross between Billy Eichner and John Denver. Little Charlie falls asleep and has a weird dream about some of kind of Dr. Seuss planetarium where every kind of generic toy you can dream of sits on shelves and floats above his head. This magical place is where he meets Geoffrey the giraffe, the store\u2019s iconic mascot, that looks like Sona used a different AI to generate it.<\/p>\n