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Toys 'R' Us AI-generated ad sparks fear, fascination

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Toys 'R' Us AI-generated ad sparks fear, fascination

Remember the days of walking into a Toys “R” Us store? The endless aisles of toys, the excitement of spotting the latest must-have item and the towering presence of Geoffrey the Giraffe?

Well, the iconic toy retailer is back, and it’s not just reopening stores. It’s embracing cutting-edge artificial intelligence technology to tell its origin story in a way that’s as innovative as it is nostalgic.

Toys “R” Us AI-generated film (Toys “R” Us Studios)

The Power of AI: Introducing Sora

In a move that’s turning heads in both the marketing and tech worlds, Toys “R” Us has partnered with creative agency Native Foreign to create a groundbreaking brand film. But this isn’t your average promotional video. It’s been crafted using OpenAI’s Sora, a text-to-video AI tool that’s pushing the boundaries of what’s possible in content creation.

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Sora is a technological innovation capable of generating up to one-minute-long videos featuring realistic scenes and multiple characters, all from text instructions. It’s like having an entire film studio at your fingertips, ready to bring your wildest ideas to life with just a few well-chosen words.

Toys “R” Us AI-generated film (Toys “R” Us Studios)

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The story of Toys ‘R’ Us founder Charles Lazarus

The 66-second promo takes us on a journey back to the 1930s, following young Charles Lazarus, the visionary founder of Toys “R” Us. We’re transported to an old-time bicycle shop, where we see Lazarus dreaming of transforming the toy industry. As he drifts off to sleep, the video seamlessly transitions into a magical dreamscape filled with toys of all shapes and sizes, presided over by the beloved mascot, Geoffrey the Giraffe.

It’s a clever narrative device that not only tells the Toys “R” Us origin story but also captures the childlike wonder and imagination that the brand has always represented. By blending historical elements with fantastical imagery, the video manages to appeal to both nostalgic adults and wide-eyed children.

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Toys “R” Us AI-generated film (Toys “R” Us Studios)

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The making of the AI-generated film

Creating this film was no simple task, despite the advanced capabilities of Sora. The team at Native Foreign, led by chief creative officer Nik Kleverov, wrote lengthy, detailed prompts for each scene. They had to carefully balance historical accuracy with modern appeal, ensuring that early scenes captured the essence of the 1920s and 1930s while later dreamscape sequences felt contemporary enough to resonate with today’s young audiences.

This meticulous attention to detail highlights an important point: while AI tools like Sora are incredibly powerful, they still require skilled human guidance to produce truly compelling content. The technology may be new, but the art of storytelling remains a fundamental human endeavor.

Toys “R” Us AI-generated film (Toys “R” Us Studios)

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The rebirth of a retail toy giant

This innovative video project is more than just a technological showcase; it’s part of a broader turnaround plan for Toys “R” Us. After filing for bankruptcy in 2018 and closing its stores, many thought the beloved brand was gone for good. But in 2021, Toys “R” Us was acquired by WHP Global, a firm specializing in managing and expanding retail companies.

Now, Toys “R” Us is making a comeback that’s as much about reimagining the brand for the 21st century as it is about rekindling nostalgia. They’ve opened new flagship stores in high-profile locations like Minnesota’s Mall of America and New Jersey’s American Dream Mall. Perhaps most significantly, they’ve partnered with Macy’s to open Toys “R” Us sections in every Macy’s location across the United States.

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This multipronged approach – combining innovative marketing, strategic partnerships and a carefully curated retail presence – demonstrates the brand’s commitment to remaining relevant in an ever-changing retail landscape.

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Toys “R” Us AI-generated film (Toys “R” Us Studios)

Mixed reactions to Toys ‘R’ Us AI-generated film

As with any technology, the AI-generated film has sparked diverse reactions on social media. Some viewers have praised it as an innovative and creative way to tell stories that would be difficult or impossible to capture through traditional filmmaking methods. They see it as an exciting glimpse into the future of content creation, where imagination is the only limit.

Others, however, have expressed reservations. Some found the AI-generated characters “creepy,” falling into the infamous “uncanny valley” where digital renderings of humans are close to realistic but just off enough to be unsettling. Others noticed inconsistencies in the AI-generated images, highlighting the current limitations of the technology.

These mixed reactions underscore the ongoing challenges and opportunities in AI-generated content. As the technology continues to evolve, it will be fascinating to see how creators address these issues and refine their techniques.

Toys “R” Us AI-generated film  (Toys “R” Us Studios)

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The broader implications: AI in marketing and beyond

The Toys “R” Us AI-generated brand film represents more than just a single company’s marketing strategy: It’s a significant milestone in the evolving landscape of content creation and brand storytelling.

As AI tools like Sora become more sophisticated and widely available, we will likely see an increase in AI-generated content across various industries. This could democratize content creation, allowing smaller brands and creators to produce high-quality visual content at a fraction of the traditional cost.

However, it also raises important questions about the future of creative industries. Will AI-generated content supplement or replace human-created work? How will we navigate issues of copyright and intellectual property in an age where any image or scene can be conjured from a text prompt? And how will audiences’ expectations and perceptions of visual media evolve as AI-generated content becomes more commonplace?

Toys “R” Us AI-generated film (Toys “R” Us Studios)

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Kurt’s key takeaways

The Toys “R” Us AI-generated brand film represents a bold step into a new frontier of marketing, one where the lines between human creativity and artificial intelligence are increasingly blurred. As we move forward, it will be fascinating to see how brands balance the efficiency and innovation of AI with the human touch that connects with audiences on an emotional level. The most successful campaigns are likely to be those that use AI as a tool to enhance and amplify human creativity, rather than replace it entirely.

One thing’s for sure, whether you’re excited or skeptical about AI in marketing, this project has certainly got people talking. And for a brand looking to recapture the public’s imagination after a period of uncertainty, that might be the most valuable outcome of all.

What do you think about AI-generated content like this Toys “R” Us video? Do you embrace it or have reservations about its impact on creative industries? Let us know in the comments below. Let us know by writing us at Cyberguy.com/Contact.

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Disney Plus is getting vertical video

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Disney Plus is getting vertical video

Disney Plus will be getting a vertical video feed later this year, Disney announced as part of its Global Tech & Data Showcase for advertisers at CES.

Based on an interview with Erin Teague, Disney’s EVP of product management for Disney Entertainment and ESPN, Deadline reports that vertical video in the app could include “original short-form programming, repurposed social clips, refashioned scenes from longer-form episodic or feature titles or a combination.”

“Think all the short-form Disney content you’d want in one unified app,” Teague said onstage at Wednesday’s showcase. “Over time, we’ll evolve the experience as we explore applications for a variety of formats, categories, and content types for a dynamic feed of just what you’re interested in — from Sports, News, and Entertainment — refreshed in real time based on your last visit.”

Update, January 7th: Added quote from Disney’s Erin Teague.

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Plastic bottles could power your devices one day

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Plastic bottles could power your devices one day

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Each year, billions of single-use plastic bottles end up in landfills or oceans. That waste problem keeps growing. Now, a new scientific breakthrough suggests those same bottles could help power your daily life.

Researchers have developed a way to transform discarded plastic water bottles into high-performance energy storage devices called supercapacitors. The work focuses on PET plastic, short for polyethylene terephthalate, which is used in most beverage bottles. 

The research was published in Energy & Fuels and highlighted by the American Chemical Society. Scientists say the discovery could reduce plastic pollution while helping drive cleaner energy technology.

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Discarded PET water bottles are one of the most common sources of plastic waste worldwide, with hundreds of billions produced each year. (Kurt “CyberGuy” Knutsson)

Why PET plastic waste is such a growing problem

PET plastic is everywhere. According to the researchers, more than 500 billion single-use PET plastic bottles are produced every year. Most are used once and thrown away. Lead researcher Dr. Yun Hang Hu says that scale creates a major environmental challenge.

Instead of letting that plastic pile up, the team focused on upcycling it into something valuable. Their idea was simple but powerful. Turn waste into materials that support renewable energy systems and reduce production costs at the same time.

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Those upcycled materials come together to form an all-waste-plastic supercapacitor designed for fast charging and long term energy storage. (Kurt “CyberGuy” Knutsson)

How plastic bottles can store and release energy

Imagine a device that can charge fast and deliver power instantly. That is exactly what supercapacitors do. They store and release energy much faster than traditional batteries, which makes them useful for electric vehicles, solar power systems and everyday electronics. 

Hu’s team found a way to build these energy storage components using discarded PET plastic water bottles. By reshaping the plastic at extremely high temperatures, the researchers turned waste into materials that can generate electricity efficiently and repeatedly.

Here is how the process works:

For the electrodes, researchers cut PET bottles into tiny, grain-sized pieces. They mixed the plastic with calcium hydroxide and heated it to nearly 1,300 degrees Fahrenheit in a vacuum. That heat transformed the plastic into a porous, electrically conductive carbon powder.

The powder was then formed into thin electrode layers. For the separator, small pieces of PET were flattened and carefully perforated with hot needles. This pattern allowed electric current to pass efficiently while maintaining safety and durability. Once assembled, the device used two carbon electrodes separated by the PET film and submerged in a potassium hydroxide electrolyte.

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Researchers use extreme heat to convert waste PET plastic into porous carbon materials that can store and move electricity efficiently. (Kurt “CyberGuy” Knutsson)

Why the results surprised scientists

When tested, the all-waste-plastic supercapacitor outperformed similar devices made with traditional glass fiber separators. After repeated charging and discharging, it retained 79 percent of its energy capacity. A comparable glass fiber device retained 78 percent. That difference matters. The PET-based design costs less to produce, remains fully recyclable, and supports circular energy storage technologies where waste materials are reused instead of discarded.

What this means for you

This breakthrough could affect everyday life sooner than you might expect. Cheaper supercapacitors can lower the cost of electric vehicles, solar systems and portable electronics. Faster charging and longer device lifespans could follow. It also shows that sustainability does not require giving something up. Waste plastics could become part of the solution instead of the problem. Although this technology is still in development, the research team believes PET-based supercapacitors could reach commercial markets within 5 to 10 years. In the meantime, choosing reusable bottles and plastic-free alternatives still helps reduce waste today.

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Kurt’s key takeaways

Turning trash into energy storage is more than a clever idea. It shows how science can tackle two global challenges at once. Plastic pollution continues to grow. Energy demand does too. This research proves that those problems do not have to be solved separately. By rethinking waste as a resource, scientists are building a cleaner and more efficient future from materials we already throw away.

If your empty water bottle could one day help power your home or car, would you still see it as trash? Let us know by writing to us at Cyberguy.com.

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Amazon’s smart shopping cart for Whole Foods gets bigger, lighter, and adds tap-to-pay

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Amazon’s smart shopping cart for Whole Foods gets bigger, lighter, and adds tap-to-pay

Amazon is launching a revamped version of its smart shopping cart, which it plans to bring to dozens of Whole Foods locations by the end of this year, according to an announcement on Wednesday. The new Dash Cart features a “more responsive” item scanner that’s now located next to the built-in display, along with a new NFC reader that lets you tap to pay with your credit card or phone.

Amazon’s previous Dash Cart design put scanners beneath and in front of the handle, potentially making them harder to spot. It also only let you pay with the credit card attached to your Amazon account.

With the upgraded Dash Cart, you’ll find a new scale alongside the cart’s handle, which Amazon says “works in tandem with on-cart cameras, weight sensors, and deep learning models to ensure accurate pricing for every item.” The upgraded Dash Cart eliminates the large sensors facing inside the cart as well, offering a 40 percent larger capacity and a 25 percent lighter weight.

The Dash Cart shows an interactive map of the store on its display, similar to Instacart’s smart Caper Cart. You can sync your shopping list created with Alexa, too, and see how much you’re spending as you add more items to your cart. The cart uses built-in sensors and computer vision to detect when you’ve removed an item, allowing it to automatically update your total. When you’re done shopping, you can skip the checkout line and leave the store in a designated Dash Cart lane.

Amazon is launching its new Dash Cart as the company shakes up its grocery business, which has tied Whole Foods more closely to the Amazon brand. The company has already brought its new Dash Cart to three Whole Foods stores in McKinney, Texas; Reston, Virginia; and Westford, Massachusetts, along with two Amazon Fresh stores.

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