The move comes as brands attempt to safely bring their characters into the AI era.

Business are now able to license interactive AI versions of iconic Hasbro characters, thanks to the toymaker's new AI studio.

The move comes as brands attempt to safely bring their characters into the AI era.

Characters like Mr. Potato Head, Optimus Prime and Cobra Commander are among the initial list of Hasbro IP, with the company working with the original voice actors to enable it.

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,…