Hasbro launches AI studio Sixth Wall to give partners a framework for bringing its characters into AI experiences

Hasbro has launched Sixth Wall – a new AI studio dedicated to bringing its characters ‘into the AI era’.

Sixth Wall is designed to give creators, rights holders and partners a trusted framework for bringing characters into AI experiences – while preserving authenticity, safety and commercial rights.

The new studio is also introducing ‘Behavioral Licensing’ – a new category of IP licensing that Hasbro says is ‘focused on how characters think, speak, and interact in dynamic experiences – not just how they appear in traditional media’.

Behavioral Licensing is powered by CharacterOS, Sixth Wall’s proprietary system for preserving a character’s personality, canon, voice and safety guardrails across interactive experiences. Each Sixth Wall character is built using authorised source material and powerful human voice performances.

Sixth Wall also announced a strategic partnership with AI audio company ElevenLabs to bring select Hasbro characters to the company’s Iconic Marketplace. Twelve characters – including Optimus Prime, Megatron, Cobra Commander, Mr. Potato Head and the cast of Clue – will be available to request at launch, with more following later this year.

Sixth Wall’s initial focus is on 13 plus experiences and enterprise use cases. The company is not currently developing AI products targeted at young children and is ‘actively contributing to broader industry discussions around safety standards and voluntary guardrails for AI-enabled play experiences’.

“CharacterOS is compelling because it unlocks a bigger creative canvas while addressing a real challenge in AI: the unauthorized use of content,” said Hasbro CEO Chris Cocks.

“It is built around a creator-first model that gives voice talent and creatives a meaningful seat at the table. It gives brands a trusted way to bring characters into new AI-enabled platforms without losing what makes them authentic.

“And most exciting to me, it opens entirely new surfaces for play and storytelling, from making a store greeting feel magical to transforming a call waiting experience into a moment with a fan’s favourite character.”

Roberta Thomson, CEO of Sixth Wall, added: “One of the most meaningful parts of building Sixth Wall has been sitting in the recording studio witnessing legendary voice actors capture the essence of Hasbro’s most iconic characters.

“AI introduces a new dimension: preserving a character’s personality, not just their voice. That’s what led us to create Behavioral Licensing – so these characters remain true to their creators, their brands, and the fans who love them.”

Sixth Wall is now accepting requests for authorized character access through the ElevenLabs Iconic Marketplace and through sixthwallstudio.com. Partners will be considered for time-bound Behavioral Licensing pilots across a range of use cases, including:

• Interactive storytelling experiences
• Conversational games and digital companions
• Connected physical products and robotics
• AI-powered brand ambassadors
• Location-based entertainment experiences
• Dynamic customer engagement agents