Hasbro uses generative AI tools to help designers create toy concepts — producing roughly ten times as many ideas in the same time it used to take to produce one. Combined with 3D printing, the time from concept to physical prototype has dropped by around 80%. This approach began in earnest by 2025.

Hasbro's CEO Chris Cocks confirmed on the company's Q4 2025 earnings call that design teams are equipped with generative AI tools from "basically every major company," including models Hasbro has trained on its own intellectual property. Rather than replacing designers, the tools let them explore far more ideas before committing to physical samples. Cocks acknowledged that most AI-generated concepts don't work — perhaps one in a thousand — but noted that the successful ones can be produced at near-zero marginal cost. The company pairs these tools with a fleet of in-house 3D printers to turn digital concepts into physical samples within days.