Bird has spoken passionately about animation as an art form. When Bird and producer John Walker recorded the Director's Commentary for "The Incredibles" DVD, he jokingly offered to punch the next person that he heard call animation a genre instead of an art form. Bird believes animation can be used to tell any kind of story – drama or comedy, for an adult audience or children. In July 2018, Bird doubled down on his views that just because a movie is animated does not mean it is just for kids when he called out concerned parents over Twitter for referring to "Incredibles 2" as a "kids movie", saying, "With all due respect, it is NOT a 'kids movie.' It is animated, and rated PG." Later in November 2018, Bird called out iTunes for classifying both Incredibles movies as "kids movies" saying, "Our classification should be no different than adventure films from Marvel or Lucasfilm just because we're animated. What would you call sexism or racism for an art form? Medium-ism?"