Hasbro Launching an AI Studio That Will Allow Companies to License Its Characters

[ShawnDK]

Hasbro has officially launched Sixth Wall, a brand-new artificial intelligence studio designed to bring its iconic catalog of characters into the AI era through a controlled, authorized licensing framework. The initiative introduces a brand-new framework called "Behavioral Licensing," which allows third-party companies to license how a character thinks, speaks, and interacts in dynamic digital environments—moving beyond traditional visual appearance licensing.

The studio is powered by CharacterOS, an in-house system that encodes each character's specific personality traits, franchise canon, unique voice, and safety guardrails to ensure consistent and appropriate behavior across platforms. Additionally, Hasbro has secured a strategic partnership with AI voice developer ElevenLabs, launching select character assets directly into the ElevenLabs Iconic Marketplace. To address ongoing creative industry concerns, Hasbro is collaborating with real professional voice actors—including original voice cast members—to legally and ethically source the vocal recordings used for the models.

The program is launching with an initial rollout of roughly a dozen iconic characters, including Optimus Prime, Megatron, Cobra Commander, and Mr. Potato Head. Licensed partners can apply for time-bound pilot programs through Sixth Wall Studio across several commercial formats. The studio is initially limiting its applications strictly to audiences aged 13 and above and corporate enterprise use. It is explicitly not developing AI-enabled play experiences targeting young children.

[Superdude98]

Ewww

[BigGMonsterMan]

[MagnaPrime]

They've been moving in this direction, interesting to see the governance shaping up. Wasn't thinking ai involvement though

[ucsf]

So again, it's about the money, not the creative vein. This what Disney also tried but failed at? It's interesting that Hasbro is again in the second tier.