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Hasbro Opens Its IP To Fans With AI Studio
The Sixth Wall team // Courtesy of Hasbro
Hasbro is launching an in-house AI studio, Sixth Wall, to deploy and control how fans and businesses can use its IP across entertainment, experiences, robotics, and more.
The Big Play: Every major IP holder is racing to figure out how best to protect its franchises in the age of AI. Instead of opening the floodgates or battening down the hatches, Hasbro has opted for a tightly controlled, creative, artist-first solution that could become a blueprint for rights holders across the entertainment and media ecosystem.
Behind The Deal: Hasbro’s Sixth Wall wants to reinvent how people interact with its IP.
The studio built a platform called CharacterOS that governs the personality traits, conversational topics, and vocabulary of its various characters, ensuring everything stays on brand.
All voices come from either the original or newly hired voice actors and are used exclusively for interactive experiences. The voices will also be available for audio-only licensing through a deal with ElevenLabs.
The first characters available for licensing include Mr. Potato Head, Megatron and Optimus Prime from Transformers, Cobra Commander from GI Joe, and the cast of the Clue board game.
Final Level: To start, Hasbro is focusing on working with brands behind products, services, and experiences geared toward fans over the age of 13. According to THR, it’s already in talks with several potential licensees.
Sixth Wall CEO Roberta Thomson said, “As these characters come to life and interact and speak in real time, you have to govern their behavior, which is a different set of technical and brand challenges, and it’s that expertise that we’ve developed.” As long as Sixth Wall’s models can’t be hacked to color outside the lines — as was the case with Darth Vader in Fortnite — Hasbro could have a real growth engine on its hands.
The Future: AI-powered interactive toys could be among Hasbro’s best-selling products this holiday season.
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Today’s email was written by David Vendrell.
Edited by Nick Comney. Polled and Copy-edited by Kait Cunniff.
Published by Darline Salazar.