Hasbro has launched a new initiative to license its characters for artificial intelligence media and interactive experiences, establishing a studio named Sixth Wall to manage these uses. Twelve characters will be available at launch through the ElevenLabs Iconic Marketplace, with more slated for release later this year.
The initial lineup includes well-known figures such as Optimus Prime, Megatron, Cobra Commander, Mr. Potato Head, and characters from Clue. The company stated that this move addresses the rise of unauthorized versions of its characters appearing across various platforms, and aims to provide a sanctioned method for companies to utilize its characters in AI-driven contexts.
Central to this initiative is a new concept called “Behavioral Licensing,” which allows for licensing beyond just a character’s image or name to include their behaviors and responses in interactive settings. This model operates on CharacterOS, Hasbro’s proprietary system designed to manage character personality, voice, and safety parameters.
CharacterOS provides licensees with access to approved iterations of characters that adhere to set brand and safety boundaries. The program is structured for a range of applications including chat, voice, gaming, and content generation. Hasbro announced a partnership with AI audio company ElevenLabs to facilitate the distribution of these characters.
Sixth Wall will oversee the licensed access for third-party users, initially focused on enterprise applications and interactive experiences. The licensing technology incorporates voice performances from authorized actors, ensuring they are compensated for their participation. Voice work is confined to AI-enabled interactions and does not extend to film or television projects.
The potential uses for this technology encompass a variety of fields, including interactive storytelling, conversational games, robotics, and customer engagement roles. Hasbro CEO Chris Cocks noted that the initiative allows brands to integrate characters into AI platforms while retaining their recognizable traits. He highlighted the use of the technology to create customer experiences, such as store greetings featuring beloved characters.
Roberta Thomson, CEO of Sixth Wall, stated that their goal is to uphold the integrity of the characters in alignment with their creators, brands, and fans. The studio is targeting users aged 13 and older and is not focusing on developing AI products for young children while participating in discussions regarding safety standards for AI experiences.
Requests for character access can be made through the ElevenLabs marketplace and Sixth Wall’s website, with potential partners being evaluated for pilot programs. Concerns have surfaced regarding the advertising and privacy implications associated with AI characters, especially concerning how children might perceive them. Matthew Johnson from MediaSmarts emphasized the ethical dilemmas surrounding advertising and privacy, including issues related to parasocial relationships.
This licensing initiative follows Hasbro’s strong first-quarter financial performance, which saw revenue increase by nearly 13% year-over-year to $1 billion, with net earnings doubling to almost $200 million.
