How Is Hasbro and Wizards of the Coast Using AI?

Why It Matters

The split strategy lets Hasbro capture major cost and speed gains in product development while limiting AI’s impact on high-value creative IP and artist relationships—balancing efficiency with brand and creative integrity.

Summary

Hasbro says it is deploying AI unevenly across its businesses: toy teams are using generative tools heavily to go from concept to fully visualized 3D renders, claiming more than an 80% reduction in development time for collectibles and figures. By contrast, video-game and creative studios such as Wizards of the Coast (Magic and D&D) are being deliberately selective, with leaders opting not to rely on AI for core creative work and giving teams the choice to adopt tools over time. The company frames the approach as empowering each team to use AI where it delivers the most value while protecting creative processes.

Original Description

Hasbro CEO Chris Cocks discusses how AI is speeding up toy development significantly... but its Wizards of the Coast division isn't using it much at all