Candidate No 7
kiwifarms.net
- Joined
- Sep 10, 2023
Hasbro’s CEO has an AI Peppa Pig help design toys (The Verge)
Big interview of Hasbro CEO Chris Cocks. (Dunno why they gave it that Peppa Pig headline when "Playing With Cocks" was right there.)
Here is the obligatory bit about his part in the Trans Genocide ®
TL;DR: "meh, we don't care - people love her stuff more than ever".
Big interview of Hasbro CEO Chris Cocks. (Dunno why they gave it that Peppa Pig headline when "Playing With Cocks" was right there.)
Here is the obligatory bit about his part in the Trans Genocide ®
I’m also very curious about fandoms and IPs, how they live and die, how they persist, and how they find new audiences. Actually, Harry Potter is a good example of this. You have a big deal upcoming with Harry Potter. That fandom, I can’t tell if it’s reaching younger people, or if it’s just the particular audience of Harry Potter from its height, getting older and having more money to spend. You know what I mean? And I can’t tell if there’s new fan creations happening that would sustain Harry Potter in a way that you might need that to sustain IP now.
I think going back to that acronym, GEM Squared: gamified, entertainment-driven, multipurchase, and multi-generational. I think Harry Potter is a power brand that exemplifies all four of those aspects. I can’t share the research data we have, but certainly, it’s a very powerful multigenerational brand. It’s almost like a rite of passage for a lot of kids to read the stories or watch the movies. I know with my kids, we spent three years for each of them reading the stories at bedtime, and it was probably one of the nicest memories I have with them. I go to theme parks... I probably go to three or four theme parks every year. I’m a huge theme park fan, and I don’t do it professionally; I do it because I’m a big nerd. When you go to the Harry Potter world inside of Universal Studios, A, they’re some of the best theme parks ever imagined, and B, it’s all ages.
It’s little kids holding stuffed Hedwig owls, to adults who have the Harry Potter glasses and showing their school colors, “Go Slytherin,” I suppose, in my case. I just think it’s something that is really powerful. And to that prior question about AI and user-generated content, when you have a brand that has an authentic connection with people and has a powerful core of lore and an authenticity associated with that, I think fans respect that. They might make other stuff. I saw a pretty cool Dinobots movie, probably made with Seedance 2.0, over the weekend. It was pretty neat, but people know what the authentic Michael Bay movies are, and people know what the authentic toys are.
And I think when you have that and you have that power center like a Marvel does, like a Star Wars does, like a Harry Potter does, yeah, you need to protect it, you need to make sure people are using it responsibly, but I think you also need to have confidence in it that it will help drive you through these sea changes. And that’s certainly kind of what I think.
This is why I’m asking about Harry Potter specifically. I know what a Michael Bay movie is, because Michael Bay made those movies, he’s the author of those movies, and I think Michael Bay’s entire worldview is explosions. I know what his politics are, and it’s like, “Stuff should blow up more.” J.K. Rowling has very loud politics that are turning off a lot of younger consumers. Her transphobia is turning off a lot of younger consumers; this is why I’m talking about fandoms coming to an end.
I can see in the feedback we get when we write about Harry Potter, with younger people saying, “Why would I support this fandom? Why would I support this IP?” And maybe she should just shut up, and it would be fine, and it would become the power center that it is.
But you’ve got creatives on your team. The last time you were on the show, you talked about being stewards of inclusion. How do you make this decision when the creator of the property is sort of actively reducing the fandom, and in fact, hurting a lot of people in that fandom?
For me, it’s separating the art from the artist and going to what the core fans want. And I’m not going to get into the politics around it other than to say we very strongly support diversity and inclusion inside of Hasbro, we’re very proud of it. We’re very proud of the diversity of viewpoints and backgrounds that we have in our employee base. I think Harry Potter is a wonderful franchise. I think it’s done a great job of bringing joy to the world, and I’m looking forward to being part of that, just like I am with all the other brands we support.
TL;DR: "meh, we don't care - people love her stuff more than ever".