# Toys"R"Us Sora origin film

> A 66-second Sora brand film prompted criticism and a reported fall in brand sentiment.

- Owner: Toys"R"Us Studios / WHP Global; Native Foreign (production)
- Kind: Campaign
- Sector: Retail
- Seed date: 2024-06-24
- Peak proxy date: Week of Jun 26, 2024
- Date basis: Proxy date; not a directly measured attention peak. Some dates are known only to the week, month or year.
- Spread Score: 37 (Niche), v1.3
- Mechanics: Controversy, Response chain, Creator relay, Platform jump, Press loop

## Summary

Toys R Us released a Sora-assisted origin film after a private Cannes screening. Reposts and critical replies spread across social platforms and press. The brand defended the test; CARMA reported more negative brand sentiment.

## Timeline

- Week of Jun 17, 2024 — Toys"R"Us Studios / Native Foreign (Open web) — The film screened privately for advertising leaders at an LBB Beach event during Cannes Lions.
- 2024-06-24 — Toys"R"Us Studios / Native Foreign (Open web) — Toys R Us announced the Sora origin film and linked to the full version on its website.
- 2024-06-24 — The Toy Book (Press) — The Toy Book covered the film and its screening for advertising executives at Cannes Lions.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/mcp#api).

Canonical URL: https://howitspread.com/cases/toys-r-us-sora-origin-film

Cite as: How It Spread (2026). “Toys"R"Us Sora origin film.” Case HIS-01686. Spread Score v1.3: 37/100. Updated 2026-10-25. https://howitspread.com/id/HIS-01686