Hasbro has launched a new licensing route for its characters in AI media and interactive experiences through a studio called Sixth Wall. The studio will manage approved AI uses of Hasbro characters for third parties. Twelve characters, including Optimus Prime and Megatron, will be available at launch via the ElevenLabs Iconic Marketplace, with plans for more characters later this year.
The initiative aims to counter unauthorized versions of its characters on various platforms and provide authorized options for companies. The launch includes well-known characters such as Cobra Commander, Mr. Potato Head, and others from Clue.
Sixth Wall implements a concept called “Behavioral Licensing,” which licenses not only character images and names but also their speech, behavior, and responses in interactive settings. This innovative licensing model is based on Hasbro’s proprietary system, CharacterOS, which governs character personality, voice, and safety parameters. CharacterOS provides licensees with access to approved character versions that adhere to defined brand and safety boundaries.
The Behavioral Licensing model targets AI-driven interactions across various platforms, including chat, voice, gaming, and content creation. Hasbro has partnered with AI audio company ElevenLabs to distribute select characters through its marketplace. This technology will utilize voice performances from authorized actors, ensuring they are compensated for their contributions.
Voice work will be restricted to interactive experiences, excluding films and television projects, with participating voice actors being paid for their roles. Peter Cullen, who has voiced Optimus Prime since the 1980s, is part of the project.
Applications of this technology could include interactive storytelling, conversational games, and robotics, as well as AI brand ambassadors and customer engagement platforms. Hasbro CEO Chris Cocks emphasized the importance of keeping recognizable character traits in AI applications, stating that this initiative allows brands to integrate characters into AI-enabled platforms while maintaining their authenticity.
Roberta Thomson, CEO of Sixth Wall, noted that the studio’s mission is to ensure characters remain true to their creators, brands, and fans. Sixth Wall specifically targets users aged 13 and older and does not plan to develop AI products for young children, participating in discussions on safety standards.
Requests for character access are being accepted via the ElevenLabs marketplace and the Sixth Wall website, with pilot programs currently being explored. However, concerns have been raised by experts like Matthew Johnson about the implications of AI characters on advertising, privacy, and children’s perceptions of AI.
Hasbro’s revenue rose nearly 13% year-over-year to US$1 billion in the first quarter, with net earnings doubling to almost US$200 million compared to the prior year’s figures.
