As Toys\u201dR\u201dUs continues to seek a successful post-brick-and-mortar future, it\u2019s hoping a new AI-generated video helps portray the dreams and magic of its founder.<\/p>\n
Using Sora, OpenAI\u2019s text-to-video platform, Toys\u201dR\u201dUs created a video depicting an AI-generated version of a young Charles Lazarus, who founded the company in 1948, and his father in an old-time bicycle shop. The one-minute film, which debuted this week, transitions to a dreamscape filled with toys and the brand\u2019s mascot, Geoffrey the Giraffe. As Lazarus falls asleep, he is shown walking through the dreamscape as a narrator says, \u201cToys \u2018R\u2019 Us was the dream of Charles Lazarus. May all of your dreams come true too.\u201d<\/p>\n
The goal was to a modernize the brand\u2019s while also honoring Lazarus, who was born a century ago and died in 2018, said Kim Miller Olko, Toys\u201dR\u201dUs global CMO. Following its private premiere of the AI video during last week\u2019s Cannes Lions Festival, it\u2019s unclear if Toys \u201cR\u201d Us plans to use the video in any paid media. For now, the video appears on various online channels including YouTube and Instagram. The financial details of the partnership with Sora were not made available.<\/p>\n
Continue reading this article on digiday.com<\/a>. Sign up for Digiday newsletters<\/a> to get the latest on media, marketing and the future of TV.<\/em><\/p>","protected":false},"excerpt":{"rendered":" As Toys\u201dR\u201dUs continues to seek a successful post-brick-and-mortar future, it\u2019s hoping a new AI-generated video helps portray the dreams and magic of its founder. Using Sora, OpenAI\u2019s text-to-video platform, Toys\u201dR\u201dUs created a video depicting an AI-generated version of a young Charles Lazarus, who founded the company in 1948, and his father in an old-time bicycle […]<\/p>\n","protected":false},"author":0,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[11],"tags":[],"class_list":["post-14532","post","type-post","status-publish","format-standard","hentry","category-media-entertainment"],"_links":{"self":[{"href":"http:\/\/flwnet.com\/index.php\/wp-json\/wp\/v2\/posts\/14532","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/flwnet.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/flwnet.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"http:\/\/flwnet.com\/index.php\/wp-json\/wp\/v2\/comments?post=14532"}],"version-history":[{"count":0,"href":"http:\/\/flwnet.com\/index.php\/wp-json\/wp\/v2\/posts\/14532\/revisions"}],"wp:attachment":[{"href":"http:\/\/flwnet.com\/index.php\/wp-json\/wp\/v2\/media?parent=14532"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/flwnet.com\/index.php\/wp-json\/wp\/v2\/categories?post=14532"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/flwnet.com\/index.php\/wp-json\/wp\/v2\/tags?post=14532"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}