Hasbro is creating a new route for licensing its characters in AI media and interactive experiences, starting with some of its best-known intellectual property.
The company has launched Sixth Wall, an AI studio that will manage approved AI uses of Hasbro characters by third parties. Twelve characters will be available through the ElevenLabs Iconic Marketplace at launch, with more planned later this year.
The first characters include Optimus Prime, Megatron, Cobra Commander, Mr. Potato Head, and characters from Clue.
Hasbro said the move responds to the spread of unauthorised versions of popular characters across chat, voice, gaming, and content creation platforms. Hasbro said Sixth Wall will provide an authorised option for companies using its characters in AI-enabled experiences.
Behavioral Licensing and CharacterOS
Sixth Wall is designed to support what Hasbro calls “Behavioral Licensing.” Instead of licensing only a character’s image or name, the model covers how a character speaks, responds, and behaves in interactive settings.
Behavioral Licensing is built on CharacterOS, Hasbro’s proprietary system for managing character personality and voice. The system also sets safety parameters for each character.
Hasbro said CharacterOS gives licensees access to approved versions of its characters. These versions operate within defined brand and safety boundaries.
The model is designed for AI-driven character interactions across chat, voice, gaming, and content creation platforms. Hasbro also announced a partnership with AI audio company ElevenLabs to distribute select characters through its marketplace.
Sixth Wall will manage approved character access for third-party licensees. The characters are currently available for licensed use in “experiences and enterprise use cases,” according to the company.
Voice actors and approved recordings
The company said its AI licensing technology uses voice performances from authorised actors under a compensation model for talent participation. Hasbro said the system uses only authorised recordings.
Hasbro said the voice work will be limited to AI-enabled interactive experiences, not films or television shows. The company also said participating voice actors will be compensated for their involvement.
Peter Cullen, who has voiced Optimus Prime since the 1980s, is among the actors involved.
Enterprise uses and safety limits
Potential applications include interactive storytelling, conversational games, and connected physical products. Hasbro also cited robotics, AI-powered brand ambassadors, location-based entertainment, customer engagement agents, store greetings, and call-waiting interactions.
Hasbro CEO Chris Cocks said the initiative gives brands a way to bring characters into AI-enabled platforms without losing the traits that make them recognisable. He said the technology could be used to turn store greetings or call-waiting experiences into interactions with a fan’s favourite character.
Roberta Thomson, CEO of Sixth Wall, said the studio aims to preserve more than a character’s voice. Thomson said Behavioral Licensing was created so characters remain true to their creators, brands, and fans.
Sixth Wall is targeting users aged 13 and older and enterprise applications. Hasbro said it is not developing AI products for young children and is taking part in industry discussions on safety standards for AI-enabled experiences.
Sixth Wall is accepting requests for character access through the ElevenLabs marketplace and its website. Partners will be considered for time-limited pilot programmes across different applications.
Concerns over advertising and privacy
Matthew Johnson, director of education at MediaSmarts, told CBC News that AI characters raise concerns around advertising and customer engagement. Johnson said children may treat human-like AI systems as though they have agency or identity.
Johnson raised concerns about parasocial relationships, advertising, and privacy. He also said AI interactions could give companies another way to gather consumer feedback.
The launch follows Hasbro’s first-quarter results, where revenue rose nearly 13% year over year to US$1 billion. Net earnings doubled from the same period a year earlier to almost US$200 million.
(Photo by Winston Chen)
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