Toys 'R' Us Comeback: Iconic Retail Chain Uses OpenAI's Sora to Create a Brand Film About Its Origin Story

In the age of digital innovation, Toys "R" Us is making a comeback with the help of OpenAI's Sora, a cutting-edge text-to-video tool.

Under the stewardship of WHP Global, the brand has launched a revolutionary AI-generated brand film, marking a bold leap forward in leveraging technology for branding strategies.

Toys "R" Us Reviving Nostalgia With OpenAI's Sora

Known for its nostalgic appeal, Toys "R" Us is making a digital comeback with the help of OpenAI's Sora, a cutting-edge text-to-video tool. The revived brand, now managed by WHP Global, has unveiled a new AI-generated brand film, marking a novel use of technology in the branding landscape.

OpenAI's Sora gained acclaim earlier this year for its photorealistic videos, created through generative AI, although the sources of its training data remain undisclosed.

Despite initial interest from Hollywood, The Verge reported that WHP Global had taken the plunge, leveraging Sora to breathe new life into the Toys "R" Us brand.

WHP Global, which licenses the Toys "R" Us name to retailers like Macy's, is enhancing toy sections in stores and exploring opportunities for larger-scale retail formats.

While current Macy's offerings are limited to small toy aisles, reminiscent of the past toy store giant's sprawling warehouses, the partnership with Sora promises a revival that might stir memories for many.

Impact and Expansion

Some headlines called this OpenAI's Sora's debut in commercial production, but the press release noted that it would only be available on toysrus.com.

However, the over-one-minute video, which gives a summary of the origin story of Toys "R" Us by its real-life founder, Charles Lazarus, premiered in front of advertising agency executives at the 2024 Cannes Lions Festival in France last week.

The press release clarified that the video isn't solely AI-generated. Native Foreign, the creative agency behind the footage, involved "about a dozen people" who applied "corrective VFX," Native Foreign co-founder and creative director Nik Kleverov explained.

Sora contributed significantly, achieving 80-85% completion, with Native Foreign repurposing an earlier Sora-generated shot for the Toys "R" Us project.

Toys "R" Us previously embraced cutting-edge technology during its 2017 bankruptcy, introducing an AR app to attract shoppers. However, by 2018, the iconic toy retailer was forced to close or sell its remaining 800 stores.

WHP Global acquired Toys "R" Us in 2021. In the UK, the company recently launched dedicated Toys "R" Us stores and incorporated outlets within WHSmith locations. WHP Global has also debuted two bigger Toys "R" Us stores in the US and publicly outlined plans to open up to 24 stores in 2024, including airport locations and cruise ships.

Toys "R" Us' revival through OpenAI's Sora represents more than a technological experiment. It signifies a strategic embrace of innovation to reconnect with a new generation of consumers.

By blending nostalgia with cutting-edge AI capabilities, WHP Global has positioned the brand at the forefront of digital transformation in retail. As Toys "R" Us expands its presence with larger stores and explores new retail formats, it highlighted a resilient spirit and adaptability that continue to define its legacy in the ever-evolving marketplace.