 The toy brand, the retail brand, released the film at the Cannes Film Festival this week. It was created almost entirely by using OpenAI's new text-to-video tool. Toys R Us says the company is the first to debut a film using the technology, which is not yet publicly available. The tool promises to make videos up to 60 seconds long, with some experts saying it may have the potential to change the digital entertainment market. It sparked immediate backlash online, with many saying real humans should have been used instead.