According to Hasbro CEO Chris Cocks, the company is leveraging AI – specifically, AI trained on characters like Peppa Pig and Optimus Prime – to assist in the creation of new toys and products.
Hasbro’s Cocks recently explained on The Verge’s Decoder podcast with Nilay Patel that the company is starting to use AI in its creative work.
Hasbro’s designers can now create ideas and visuals more quickly thanks to AI models the company’s own teams have developed and trained using Hasbro’s existing designs and characters.
Hasbro CEO says AI versions of Peppa Pig and Optimus Prime help design products
Cocks reports that the company’s designers now have access to cutting-edge software from all the leading companies, plus specialized models built using Hasbro’s characters and brands.
He explained that these tools help teams rapidly create detailed images of products and explore initial concepts while they’re still in the beginning phases of development.
According to Cocks, this process allows them to quickly create detailed visuals of products and concepts.
Cocks also mentioned that with more time, designers could program unique personalities into the system, allowing characters to actively help with the design process.
With more time, we could even add a character to the process – potentially based on the intellectual property itself – and have that character collaborate with us, offering feedback on what feels genuine and what doesn’t.
We collaborate with popular characters like Peppa Pig and Optimus Prime to design their respective product lines. Peppa Pig helps design Peppa Pig merchandise, and Optimus Prime contributes to the design of Transformers products.
Hasbro has found fun and innovative ways to use these digital characters within its own offices. According to Cocks, AI-powered versions of Optimus Prime and Megatron now act as interactive DJs in the main lobby of Hasbro’s headquarters.
So, our CEO let us in on a pretty funny secret: we’ve got Optimus Prime and Megatron as our office DJs! Apparently, if you request a song, Optimus gets super serious and gives you this whole backstory about why it’s meaningful, while Megatron just totally roasts you if you don’t ask for some heavy thrash metal. It’s a wild scene, honestly.
Even though AI is being used more and more, Cocks stressed that people at Hasbro still make the ultimate creative choices for their products.
Ultimately, the quality of the results depends on the quality of the input. While technology can help, it still takes a person to make the key decisions, come up with innovative ideas, choose the best ones, and then develop them further.
We can now create so much content, and so quickly, that it fundamentally changes how easily we can develop and present new ideas.
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2026-03-09 23:20