AI will boost creativity, cut down on work hours: Hasbro CEO

Yahoo Finance Video and Brian Sozzi

Sat, February 14, 2026 at 10:00 PM GMT+9

In this video:

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Hasbro (HAS) CEO Chris Cocks explains to Yahoo Finance Executive Editor Brian Sozzi the role that AI will have for Hasbro’s toy development and the potential it has to boost creativity while saving on countless work hours for its employees.

Also catch Yahoo Finance’s full interview with Chris Cocks.

To watch more expert insights and analysis on the latest market action, check out more Opening Bid.

Video Transcript

00:00 Speaker A

also talked a lot about uh on the call Chris about how AI is impacting how you create new toys at Hasbro. It’s not lost on me that today is jobs Day, the jobs report was good. I still remain unmoved on the view that AI is is while it’s going to help some people in their jobs, it is going to take jobs. How is it impacting the toy industry as it continues to really move at a rapid clip?

00:30 Chris

You know, I can’t really comment on the overall toy industry. I can’t comment on Hasbro. In the short term, it’s just been an absolute productivity boom for us. You know, we think we’re going to be able to save about a million people hours worth of work over the next 12 months. Um, you know, that’s not going to be eliminated jobs. That’s going to be taking a couple hours each week from everyone who works here and repplying it from kind of lower value work like order management or

01:05 Chris

processes and repplying it to innovation and delivering for our customers and partners. Uh from a mid-term, you know, I think creatively, it has a lot of capabilities and can help us reinvent how we dream up new toys, how we dream up new games. We’re already seeing a combination of AI plus 3D printing, uh result in an 80% reduction in the time it takes us to go from a toy showing up on a drawing board to a fully 3D printed uh color model that we can look at.

01:46 Chris

And, you know, that’s savings right there and it just allows us to iterate and dream up more ideas faster, which ultimately allows us to be able to deliver to market better toys and better games. And then long-term, you know, I think AI is it’s a really powerful technology. You know, there’s some downsides associated with it. You have to be very careful about rights management, respecting creators, but it’s also an amazingly creative and playful technology.

02:18 Chris

And I think we’re only just now beginning to appreciate, you know, whole new categories of toys and games that AI is going to be able to generate for us. We have a couple on the drawing board that we’re going to be showcasing later this year. I think they’ll be pretty exciting. You know, we’re going to be focusing more on the collector market and more of an adult orientation to uh, you know, where we’re focused. We think that’s right for the where the technology is today. But, you know, I I think it’s pretty magical and pretty transformative.

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