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

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We’re continuing to build momentum for Peppa Pig following the introduction of baby sister Evie, alongside a meaningful brand evolution that revealed George as moderately deaf. These developments are driving new opportunities across toys, collaborations, and live experiences.

We’ve also begun celebrating the 40th anniversary of The Transformers: The Movie. Toy Fair marked the debut of our ‘Apology Tour’ campaign, a self-aware, fan-driven approach that taps into decades of conversation around the film. And that’s just the beginning! We’re looking forward to sharing more at Licensing Expo and San Diego Comic-Con in the months ahead.

Busy! Now, the Kidult audience has been hugely important to the toy and licensing industries in recent years. How has that manifested when it comes to your brand extensions?
Adult fans and collectors continue to be a key growth driver across our portfolio. Many of our brands, from My Little Pony and Jem and the Holograms to G.I. Joe, Transformers and Dungeons & Dragons, span generations and naturally lend themselves to this audience.

While nostalgia remains a powerful driver, we’re also seeing increasing demand for premium, authentic expressions of fandom. Today’s adult fans are looking for products and experiences that reflect a deeper connection to the brands they love.

Through our global network of licensed partners, we have expanded into a wide range of categories, including collectibles, publishing, music, fashion, live experiences and food and beverage. This allows us to meet fans at different points in their journey and extend our brands into new aspects of their everyday lives.

I imagine with the rise of Kidult, there comes a worry that the pendulum swings too far in that direction and toys for kids take a ‘hit’. How do you manage that dual focus?
That’s a great point and one we’re very intentional about with our multi-generational brands. We do not see it as a trade-off, but as an opportunity to serve fans at different life stages in meaningful ways.

Play is evolving. It’s becoming more gamified, more entertainment-driven, and increasingly shared across generations. Our role is to deliver the right experience for each audience, whether that’s a child discovering a brand for the first time or an adult engaging with it more deeply.

For kids, that continues to mean leading with imagination, accessibility and great play experiences. For adult fans, it’s about authenticity, craftsmanship and emotional connection. When done well, those two ends of the spectrum actually reinforce each other and strengthen the overall brand.

We’re seeing across our portfolio, from premium collaborations like our Transformers Robosen line to entertainment-driven experiences like Dungeons & Dragons live shows and Peppa Pig theme parks. It’s all part of creating a connected ecosystem where fans can engage with our brands in different ways at different times.

Are there lessons from the rise of kidult that can be applied to the kids’ space?
Absolutely. The rise of adults who play has shown us the importance of authenticity and storytelling. Adult fans expect depth, consistency and a strong connection to the brand – and those expectations are increasingly true for younger audiences as well. Kids today are growing up in a much more connected world. They’re discovering brands across platforms, engaging with them through content, gaming and social experiences, and forming relationships with those brands earlier than ever.

So, we’re applying those learnings by building richer story worlds, creating more immersive play experiences and thinking more holistically about how our brands show up across touchpoints. At the end of the day, whether you’re five or 50, great storytelling and meaningful play experiences are what create lasting connections.

Great answer. Earlier in the year it was revealed that Hasbro will be making toys for Harry Potter, Street Fighter and Voltron. If it’s not a silly question, what makes these brands exciting ones to partner with?
We’re very intentional about the IP we bring into our portfolio, and each of these partnerships reflects strong, long-term potential to build fandom and deliver a lifetime of play.

Warner Bros. Discovery Global Consumer Products’ Harry Potter offers one of the richest storytelling worlds in modern entertainment, filled with unforgettable characters, emotional depth, and a multigenerational fan base that’s eager for new ways to engage.

“Play is evolving. It’s becoming more gamified, more entertainment-driven, and increasingly shared across generations.”

Street Fighter, from Legendary Entertainment, is a homecoming for us. Having worked with the franchise before, we understand what makes its characters and visual identity resonate, which gives us a strong foundation to build from. Amazon MGM Studios’ Voltron, with its roots in classic 80s action‑animation and themes of teamwork, heroism, and transformation, fits perfectly alongside many brands in our portfolio.

Across all of these partnerships, authenticity is critical. We’ve built trust as stewards of global franchises like Disney Consumer Products brands Star Wars and Marvel by understanding fan expectations and delivering high-quality, innovative play. We’re bringing that same expertise to these brands as we look to expand their reach across categories and markets.

You have a terrific KPop Demon Hunters range landing throughout this year. Has the ‘surprise’ success of that movie changed anything about the sorts of IP you seek out partnerships for?
We are always closely tracking cultural trends and the stories shaping global entertainment. At the same time, we’re deliberate about the IP we pursue. Our strategy, across products, licensed collaborations and broader IP ecosystems is built around delivering a lifetime of play for fans and ensuring that every collaboration aligns with our commitment to innovative, authentic storytelling.

What stood out to us about Netflix’s KPop Demon Hunters wasn’t just its undeniable global momentum, but how naturally it fits within our portfolio. It’s a culturally relevant property with a strong point of view, and it lends itself incredibly well to play-driven innovation. We’re bringing it to life across multiple touchpoints, from NERF roleplay to interactive Furby Furblets and Monopoly games. It’s about creating multiple entry points for fans to engage in different ways.

So while its success didn’t change our strategy, it reinforced it. When you pair compelling storytelling with thoughtful execution, you can create experiences that resonate far beyond the original content and deepen fandom over time.

Before I let you go, you recently celebrated three years with Hasbro. How do you reflect on your time here so far?
It’s been an incredibly rewarding three years. What stands out most is the strength of Hasbro’s brands and the passion of the teams behind them. We’ve made meaningful progress in sharpening our focus, while continuing to expand how brands show up across toys, games, licensing and entertainment.

We’ve also deepened our connection with fans, particularly as we’ve leaned further into aging up for adult fans and built more direct, data-informed relationships. A highlight has been seeing how our brands resonate across generations, whether through a new product, a live experience, or a global collaboration.

At the same time, we’ve laid important groundwork for the future, from strengthening our licensing ecosystem to building out richer storytelling across platforms. What excites me most is that we’re just getting started. The opportunity ahead of us, to grow our brands into even bigger global franchises and continue delivering a lifetime of play, is incredibly exciting.

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Created in collaboration with Reigning Phoenix Music and launching on July 24th, The Transformers: The Movie: The Soundtrack: The Reformatted Edition features 10 re-recorded, reimagined tracks from the film. This includes the return of Stan Bush for new recordings of The Touch and Dare.

Album performances are led by The Knights of Unicron, featuring Gus Rios, Matt Harvey and Ross Sewage. Plus, there’s guest appearances by former singer of Skid Row and solo artist Sebastian Bach for a special rendition of Nothin’s Gonna Stand in Our Way and power metal artist Brittney Slayes for an electric version of The Transformers (Theme). The record also features re-recordings from Mark Osegueda, Francesco Cavalieri and Cold Slither’s own, Torch.

The full tracklist can be found below:

1. “The Touch” – Knights Of Unicron featuring Stan Bush (originally recorded by Stan Bush)
2. “Instruments of Destruction” – Knights Of Unicron featuring Francesco Cavalieri (originally recorded by N.R.G.)
3. “Death of Optimus Prime” – Vince DiCola
4. “Dare” – Knights Of Unicron featuring Stan Bush and Vince DiCola (originally recorded by Stan Bush)
5. “Nothin’s Gonna Stand in Our Way” – Knights Of Unicron featuring Sebastian Bach (originally recorded by Spectre General)
6. “The Transformers (Theme)” – Knights Of Unicron featuring Brittney Slayes (originally recorded by Lion)
7. “Escape” – Knights Of Unicron (originally recorded by Vince DiCola)
8. “Hunger” – Knights Of Unicron featuring Mark Osegueda (originally recorded by Spectre General)
9. “Autobot/Decepticon Battle” – Knights Of Unicron (originally recorded by Vince DiCola)
10. “Dare to Be Stupid” – Knights Of Unicron featuring Torch (originally recorded by “Weird Al” Yankovic)

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Located in Plaza Áuriga within the city of San Pedro Garza García, the restaurant fuses ‘the elegance of a classic steakhouse with the creativity, humour and distinctive and luxurious aesthetic of the Monopoly universe’.

“Monopoly Steakhouse is not just a restaurant; it’s an experience where luxury and nostalgia meet,” said Adrián J. Romero, CEO of Timeless Brands.

“We aim to reinterpret the classic steakhouse with a contemporary approach – focused on excellence in food, mixology, and service – within an atmosphere that celebrates the legacy of the world’s most famous board game.”

Matt Proulx, Senior Vice President of Global Experiences, Partnerships, and Music at Hasbro, added: “Monopoly is one of the most recognisable and celebrated brands in the world, and Monopoly Steakhouse is a great example of how we’re expanding the experience beyond the board.

“Together with Timeless Brands, we’ve created something that feels both unexpected and instantly familiar – a destination where fans can step into the world of Monopoly, enjoy an exceptional meal, and make lasting memories.”

The restaurant also boasts a signature bar, live music and a retail boutique offering bespoke Monopoly merchandise.

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Scheduled to open in Q4 2026, the attraction promises ‘immersive design, cutting-edge technology and thematic environments.’

“Transformers has always been about epic worlds, bold storytelling and bringing fans into the action,” said Matt Proulx, SVP of Global Experiences, Partnerships and Music at Hasbro.

“What excites us about this collaboration with Dream Cars Automóveis e Eventos is the opportunity to bring that energy to life through a fixed attraction in Brazil, creating an immersive destination where fans and families can connect with the Transformers universe in a whole new way.”

Gustavo Mandelli and Eduardo Sonda of Dream Cars Automóveis e Eventos added: “Hosting the first fixed Transformers attraction in Brazil is a dream come true. This project reflects our dedication to delivering world-class experiences and positions Gramado as a must-visit destination for Transformers fans and families.”

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The experience invites guests to attend a glamorous celebration hosted by Mr. Monopoly in honour of his legacy. However, after an unexpected mishap, participants are taken into the tycoon’s secret vaults, kicking off an adventure through different themed environments that challenge visitors to ‘make decisions, invest resources and find their way back’.

Set over two floors, the attraction recreates the original game’s Bank and features rooms inspired by Brazil’s different regions, each with its own challenges, cultural atmosphere and references to local heritage. Throughout the experience, interactive stations and immersive features encourage strategic thinking while introducing concepts of financial education and entrepreneurship.

Visitors will also find an official Monopoly store featuring exclusive merchandise, as well as a food area with a special menu created for the experience.

The experience comes from Hasbro, Businessland and Nubank.

“Nubank is committed to being an ally to more than 100 million customers, offering simple and practical solutions for everyday life,” said Isabela Abbês, Senior Marketing Director at Nubank.

“In this context, supporting initiatives that bring financial education closer to people in a light and accessible way is a fundamental part of this journey, since it is at the core of a healthier relationship with money.”

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Nicole Tobey is Global Director of Creative & Product Development, Licensed Consumer Products at Hasbro, while Louis Henry Mitchell is the Creative Director of Character Design, Licensing & Merchandise at Sesame Workshop.

The Creative That Counts session – moderated by Brands Untapped’s Billy Langsworthy – will cover topics such as the development and use of style guides, how to foster effective collaboration between creative and commercial teams, and how to push brand boundaries while maintaining strategic alignment.

The session takes place on Tuesday, May 19th at 4PM at The Networking Hub.

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The extended partnership covers IP like D&D, Magic: The Gathering and Transformers, as well as now also spanning Power Rangers and Baldur’s Gate 3. The agreement also introduces new product categories like gifts, homewares, home décor and collectibles, and also opens up the Japanese market for several titles.

“We already supply pop culture retailers in Europe, Australasia, MENA and North America – Japan is a market we wanted to focus on with titles such as MAGIC: THE GATHERING, which is very popular in this market,” said Anthony Marks, CEO at Fanattik.

“This deal ticks all the boxes.”

Melissa Tudor, Creative Director at Fanattik, added: “Hasbro is an important licensor for us. We have flown out to Seattle to spend time with the creative team at Wizards of the Coast. It is important for my team to immerse themselves in each of the titles we work on to make sure the ranges hit home with the fans.”

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The partnership accompanies the launch campaign of the new electric Škoda Epiq and the first joint activities are under way during Milan Design Week.
Following Milan Design Week, further activations are planned around the IIHF World Championship, with more to come.

Check out the first piece of content reflecting the collaboration below:

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Clue: Mystery at the Mansion is a portable, actor-led experience that can be brought directly into a client’s chosen venue – anything from a private residence or corporate event space to an offsite retreat.

Guests move freely through the experience, with details inspired by the classic world of Clue – including encounters with characters from the game. The experience can scale from gatherings of 20 to large-scale events with hundreds of guests.

“Clue is one of the most enduring cultural touchstones in the world of mystery,” said Monica Hammond, Founder of Broadway Murder Mysteries.

“Through our official license with Hasbro, we’ve been entrusted with bringing that world to life – this is Clue as guests have never experienced it before. The chance to solve the mystery as it unfolds all around them!”

For more information, head to: https://www.broadwaymurdermysteries.com/pages/clue-mystery

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