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?

In 2023, the global Toy Collectibles Market experienced substantial growth, being valued at $19.92 billion USD. Leading the market surge are The Lego Group, MGA Entertainment, FUNKO, Mattel, Jazwares, Hasbro, and Spin Master. So when an indie creator aims to tap into this competitive market, they’ve got to have a clear voice and vision that stands out from the crowd. Brandon Braswell found himself inspired to break into this market, and his journey started over 10 years ago with just a sketch and an idea. Brandon’s story is not just about creating toys; it's about perseverance, adaptability, and learning from the mistakes you make along the way.