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
