Hasbro AI Studio Unveils Interactive AI Versions Of Iconic Characters
The studio will license approved, real-voiced versions of characters for interactive experiences and other AI uses, aiming to curb unauthorized copies.
- Hasbro today unveiled Sixth Wall, an internal AI studio licensing interactive, AI-powered versions of 12 iconic characters including Mr. Potato Head and Cobra Commander for commercial use.
- Tired of unauthorized AI-generated versions proliferating across platforms, Hasbro developed the CharacterOS platform to encode character personality, lore, and emotional range, establishing guardrails for how characters behave in new digital experiences.
- Hasbro partnered with ElevenLabs to license voices on its audio marketplace, employing original voice actors including Peter Cullen, who has voiced Optimus Prime since the 1980s, ensuring authentic character interactions.
- Sixth Wall CEO Roberta Thomson describes the B2B model as 'behavioral licensing,' allowing business partners to license character personality and creative DNA for theme park entertainment and retail chat assistants.
- The company restricts these interactive experiences to consumers 13 and older and deliberately excludes AI personas from children's toys, ensuring controlled interactions that maintain brand integrity and source intellectual property.
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Tech Radar
technewstube.comHasbro is turning Optimus Prime and Mr. Potato Head into AI-powered voices — which is one sure-fire way to ruin our childhood memories
Hasbro's new AI character initiative may be a smart licensing strategy, but transforming iconic childhood figures into endlessly available conversational AI could weaken the very magic that made them beloved in the first place.
SCIENCE & TECH: Hasbro is turning Optimus Prime and Mr. Potato Head into AI-powered voices — which is one sure-fire way to ruin our childhood memories
Hasbro has joined the growing list of companies convinced that everything people love should eventually become an AI product. The toy giant has announced Sixth Wall, a new AI studio designed to remake its famous characters into interactive AI experiences in partnership with AI voice platform ElevenLabs. Hasbro has created a whole new category of product approval for the project called Behavioral Licensing, which aims to preserve not just how cha…
Hasbro to finally fulfill humanity's dreams of being stuck on hold with an AI Mr. Potato Head
Moving the human race one step closer to its long-cherished dream of never having to be alone with its stupid little thoughts ever again, the Hasbro corporation announced this week that it’s launching a new AI initiative to let users interact with fully licensed versions of its various characters—instead of all those knock-off Megatrons you’ve been spending all your time with of late. Per THR, the new technology is called CharacterOS, and, yes, …
ElevenLabs Partners With Hasbro’s AI Studios to License Transformers, Mr. Potato Head, Clue Characters and More for AI Use
ElevenLabs has partnered with Hasbro to bring a collection of the toy and game company’s suite of characters, including some from Transformers, the board games Monopoly and Clue, Mr. Potato Head and to its Iconic Marketplace.
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