Productivity AutomationAugments Human Labor
Reviewed and published by trentmaziarz, March 22, 2026. Discovered and drafted by our automated research pipeline.
Hasbro uses AI tools to create product pitches for potential licensing deals in days rather than the weeks or months such work used to take. The CEO described using AI to build a toy pitch for a Netflix show just days after watching it, giving Hasbro a speed advantage when approaching entertainment partners.
Details
CEO Cocks described this use case on The Verge's Decoder podcast in March 2026. In the example he gave, Hasbro used generative AI to produce concept materials for a toy line tied to Netflix's K-Pop Demon Hunters shortly after the show was released — a timeline that would have been difficult under traditional creative and production workflows. This represents AI as a competitive tool in business development, helping Hasbro move faster than rivals when new entertainment IP becomes available for licensing. No specific vendor or tool was named for this application.
Products affected
Hasbro licensing and brand partnerships
Sources & Evidence
Other practices by Hasbro
OtherSince 2022, Hasbro has offered a product called the Selfie Series, where customers scan their face using a smartphone app and receive a custom 3D-printed action figure with their likeness. The face-scanning and model-generation process is automated using computer vision technology.OtherIn July 2023, Hasbro announced a partnership with Xplored, the maker of a digital board game platform called Teburu, to explore AI that could react to players' decisions in real time during board games. Following fan backlash, Hasbro clarified the partnership was for board games only and did not apply to Dungeons & Dragons.OtherHasbro has built a dedicated internal division called the AI Studio, focused on developing AI-powered experiences for consumers across its toy and game franchises. The studio has its own leadership and is described as building a "transformational platform" for how fans interact with Hasbro characters.
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