Toys"R"Us premiered a film made with OpenAI's artificial intelligence text-to-video tool Sora at this year's Cannes Lions Festival. "The Origin of Toys"R"Us" was produced by the company's entertainment production division Toys"R"Us Studios, and creative agency Native Foreign, who scored alpha access to Sora since OpenAI hasn't released it to the public yet. That makes Toys"R"Us one of the first brands to leverage the video AI tool in a major way
"The Origin of Toys"R"Us" explores the early years of founder Charles Lazarus in a rather more whimsical way than retail giants are usually portrayed. Company mascot Geoffrey the Giraffe appears to Lazarus in a dream to inspire his business ambitions in a way that suggests huge profits were an unrelated side effect (at least until relatively recently) for Toys"R"Us.
