Hasbro bets on AI with official versions of its characters

Hasbro bets on AI with official versions of its characters
Hasbro wants to curb unauthorized AI with its own studio.

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Hasbro introduced Sixth Wall, an AI platform for licensing official and interactive characters.

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    Hasbro introduced Sixth Wall, a new studio focused on artificial intelligence that will allow licensing of characters from its franchises for interactive experiences developed by third parties.

    According to The Hollywood Reporter, the initiative aims to offer official versions of characters such as Optimus Prime, Megatron, Mr. Potato Head, and Cobra Commander, in response to the rise of AI-generated content without authorization.

    Hasbro introduced Sixth Wall
    Hasbro introduced Sixth Wall

    What is Sixth Wall and how will it work

    The project will rely on its own platform called CharacterOS, designed to establish rules, personality, and behavioral limits for each character.

    The idea is for companies to license official and controlled versions of these intellectual properties for new AI-driven experiences.

    Hasbro will work with original voice actors

    One of the central aspects of the strategy will be the use of real voice actors. Hasbro confirmed that it will collaborate with historical performers from several of its franchises, including Peter Cullen, the voice of Optimus Prime since the 1980s.

    Hasbro will work with the original voice actors.
    Hasbro will work with the original voice actors.

    The company clarified that these voices will not be used for movies or series, but exclusively for AI-powered interactive experiences.

    Which characters will be available

    The first phase will include some of the most recognized names from Hasbro's catalog:

    • Optimus Prime

  • Characters from the board game Clue

    • What characters will be available?
    What characters will be available?

    The company announced that it will incorporate more characters in future phases.

    What these AI characters will be used for

    Hasbro primarily targets experiences for users over 13 years old and business use cases.

    Among the planned applications are interactive stories, digital companions, conversational video games, connected robots, theme park experiences, and customer service assistants with recognizable characters.

    What will these AI characters be used for?
    What will these AI characters be used for?

    Hasbro will also partner with ElevenLabs

    As part of the initiative, the company announced a partnership with ElevenLabs to bring some of its characters to the audio marketplace of the platform.

    The proposal aims to open new business opportunities for Hasbro's franchises and generate additional revenue streams for participating voice actors.