United StatesConsumer goods2026 – ongoingHasbro
AI-assisted toy design and prototyping
Hasbro reported around 80% less concept-to-prototype time with AI-assisted design and 3D printing
Problem
The time needed to turn toy concepts into physical prototypes limited how many designs teams could explore.
Approach
Hasbro combined AI-assisted design with 3D printing in its toy development workflow. CEO Chris Cocks said the combination allowed teams to develop more concepts within the same time and budget. Teams retained discretion over whether AI suited their work.
Results
Takeaway
The reported improvement covered AI-assisted design and 3D printing together. Hasbro did not isolate AI's contribution.
Categories
- Industry
- Consumer goods
- Business function
- IT and R&D
- Innovation type
- Process innovation
- AI technology
- Generative AI
- Adoption
- Off-the-shelf tool or platform
- Evidence
- Company's own claim
Sources
Source summaries
Chris Cocks described AI use in Hasbro's workflows during an earnings call. He attributed faster toy prototyping to AI-assisted design combined with 3D printing.
Full details are in the original sources.
