Hasbro CEO Chris Cocks has described the company using AI mainly for internal productivity work and early toy development—not for the published creative pipelines behind Dungeons & Dragons, Magic: The Gathering or its video games, according to his 2026 statements. He has also put numbers on the expected gains, but they are management estimates rather than independently verified results.
Where Hasbro says it is using AI
On Hasbro’s Q4 and full-year 2025 earnings call on February 10, 2026, CEO Chris Cocks described AI as a productivity tool for work across the business. His examples included finance, operations, inventory management and forecast planning. He said, “Short term, I think AI is just a productivity boom. And that’ll affect every industry.” The Motley Fool’s transcript of the call records those comments.
That operational focus fits into a wider transformation plan, rather than being a standalone AI strategy. In its February 2025 Playing to Win announcement, Hasbro listed “systems modernization, supply chain excellence, design acceleration, and AI and digital advancement” among its initiatives. The plan also covered digital games, partnerships, franchise investment and operational excellence.
What Hasbro claims AI is changing in toy development
Cocks said AI had helped Hasbro move faster from a toy concept to making an early prototype real. On the earnings call, he said that process had become about 10 times faster. He argued that faster early-stage work lets teams explore more concepts in the same time and at the same cost. The transcript does not explain how the speed figure was measured, so it should be read as a management claim, not a verified company-wide benchmark.
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Cocks also estimated that AI would save Hasbro about one million people-hours in 2026. That is a forecast attributed to the CEO on the call, not an independently measured saving. It does not establish how much time has already been saved or how the forecast will be assessed.
Company workflows are different from published game content
AI in internal work or toy ideation does not, by itself, mean Hasbro is using AI to generate material for its games and books. In a 2026 interview reported by PC Gamer, Cocks said AI was not in the creative pipelines for Hasbro’s video games, Magic: The Gathering or D&D because some creators and audiences did not want it.
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He separately described using AI-generated animation, images, text, sound effects and voice cloning in his own D&D games. That is his personal game preparation, not evidence that AI-generated content appears in published D&D or Magic products. These distinctions matter: the reported uses span internal business work, early toy design, an executive’s private game sessions and the creative production of commercial games.
What the strategy targets do—and do not—show
Hasbro’s 2025 Playing to Win announcement set company targets through 2027, including reaching more than 750 million kids, families and fans from more than 500 million at the time of the announcement. It also projected average mid-single-digit revenue growth and 50–100 basis points of annual operating-margin improvement through 2027. Those are company targets, not evidence that AI caused or will cause the outcomes.
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Likewise, Hasbro’s 2024 financial results release discussed operational efficiencies and improved performance in its toy business, but did not attribute those results to AI. The published financial statement therefore does not substantiate a causal link between AI and those outcomes.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.A separate character-licensing effort
Axios reported on June 3, 2026, that Hasbro was setting up Sixth Wall, a business-to-business initiative to license AI versions of characters such as Mr. Potato Head. Axios reported that the effort was not aimed at children under 13 and that safety considerations were still under discussion. This is a separate reported licensing initiative; it should not be mistaken for proof that Hasbro had released an AI-powered consumer toy.
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