For many years, the use of artificial intelligence (AI) has been debated among artists in and outside of the toy industry. However, as AI continues to evolve, major players in the industry are starting to see its potential.

Earlier this year, Hasbro faced a wave of scrutiny following their job listing seeking AI concept artists. This was after users had found that in some of their loved games such as Dungeons and Dragons (D&D) and Magic: The Gathering, there seemed to be a continuous use of AI, something end users were not happy with. However, in June of 2024, Hasbro's CEO Chris Cocks stated that Wizards of the Coast will be utilizing AI for "campaign development or character development or story ideas" (Linward) and that they will be utilizing AI in their future video game projects, not tabletop games. 

Another major player in the industry, Mattel, revealed that they would be joining hands with Adobe's Firefly Generative AI to create packaging for their hit brand, Barbie. They had been working to make strides in AI, offering support to their designers in a more understated way before.

With toy industry giants like Mattel and Hasbro openly embracing AI in their toy development processes, is the toy industry finally ready to leap to embrace the tool?

Curious if it’s possible to use AI generated art to assist in toy or game design? Well so am I. Is it possible to generate hundreds of toy concepts in minutes instead of days? Could the future of toy design be starting with AI? To figure that out, I performed 7 experiments with two of the most popular AI art generators online. By the end of this post you’ll have new ideas on how AI art generation can inspire your next toy or game creation.