Chris Cocks

That used to take us like six to eight weeks because you'd have to go to Hong Kong or Shenzhen and be able to source it from there.

And so we had really good conversations with them.

The rest of the industry also wanted to pitch them.

They maybe took a little more time than us, but eventually it kind of materialized that Mattel and Hasbro and Lego kind of came out on top and we kind of split the license.

I don't do that for our products, but I do that all the time for kind of like just personal passion projects.

And Dungeons & Dragons is kind of my jam.

And I DM like probably three or four groups and stuff.

There is so much AI based animation and images and text and and sound effects and voice cloning on my PC.

It would it would floor you.

But like, you know, basically our design teams are all enabled with like a suite.

of the latest tools from basically every major company.

And then we've trained a bunch of models ourselves with RIP.

And so from doing that, we can have pretty sophisticated renderings pretty fast of products and ideas.

And when we have a little bit more time, we actually can even program in

a character and the character from the IP can actually be a co-designer with us and help us with ideas and help us with like, that's authentic, that's not authentic.

And that's actually been pretty wonderful in how we've been creating things.

Yeah, so, you know, like we can, we have Peppa Pig co-designs Peppa Pig products with us, Optimus Prime co-designs Transformers products with us.

um optimus prime and megatron are two of the djs that we have on the on our main hall of our office building uh kind of where people can ask them to play songs and you know optimus is always very serious and tells you the soulful reason about the song and megatron basically makes fun of you for not picking thrash or rock and it's just a fun way to kind of bring the creative process to life and you know at the end of the day

At the end of the day, it's really kind of it's a bit garbage in, garbage out.

It's really a human that's kind of making the decisions and a human that's inspiring like the good ideas and a human that's selecting them and then taking them to the next level.