Tired of seeing unauthorized AI-generated versions of its characters proliferate on various platforms, Hasbro is launching its own AI studio called Sixth Wall, which will enable the toy giant’s stable of characters to be deployed by third parties across the new experiences that the technology allows for.
And of particular note to Hollywood: Hasbro is working with real voice actors, including the original voice actors for many of its most popular characters, to help it do so.
“Every IP owner looks at all of the millions of unauthorized versions of their characters on other tech platforms and frontier models, and it’s not a great experience for fans, and it’s not on brand for us,” says Sixth Wall CEO Roberta Thomson, in an interview with The Hollywood Reporter. “So you have a few choices as an IP owner: You could decide to enforce on everything, whack a mole, send a bunch of cease and desists. You could decide to enable the UGC directly with consumers … but the question we posed was, what if we just offered the authorized end-to-end blue check version of the character that a company could license from us? And then we can guarantee that they’re going to show up in a context that we already approve of and feel comfortable with, and show up in a way that is within the guardrails that we have set with the character.”
