Toys 'R' Us Spits On Its Own Grave With AI-Generated Trash

The zombie toy store captures everything wrong with algorithm-driven 'fun'

Private equity vultures made Toy s ‘R’ Us go bankrupt in 2017. All its U.S. stores closed in 2021. But the zombie brand is still around thanks to a licensing deal with Macy’s. Now it’s using generative AI to reanimate its corpse with an origin story ad that puts its 70-year history in a machine learning blender, just so it can repulse anyone who still knows it exists.

Then there’s the idea of trying to evoke “Rosebud” level child-like wonder and nostalgia using an artifact no humans were involved in making. Finally, the ad leans on the founder’s legacy to paper over the fact that Toys ‘R’ Us was put through a financial wood chipper by Bain Capital and others in the 2000s. It now exists primarily as the rent-seeking play thing of the “leading brand acquisition and management firm” WHP Global. The company’s tagline is “activating the power of brand.

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Kotaku /  🏆 2. in MY

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