Hasbro, the toy company behind a large IP stable familiar to Hollywood including Transformers and Monopoly, has unveiled its AI studio subsidiary Sixth Wall and struck a strategic licensing partnership with leading AI audio company ElevenLabs.
Sixth Wall will work with human voice performers and deploy its proprietary CharacterOS guardrail technology, which powers its new ‘Behavioral Licensing’ model designed to protect IP beyond how characters appear in traditional media and focus on how they think, speak, and interact in dynamic experiences.
Wednesday’s announcement comes after Hasbro executives grew tired of seeing unauthorised use of its characters across technology platforms, a situation that will be familiar to many rights-holders amid the AI land grab,
The partnership with ElevenLabs kicks off with a roster of close to a dozen Hasbro characters available through ElevenLabs’ Iconic Marketplace including Optimus Prime, (voiced by Peter Cullen from the film adaptations), Megatron, Mr. Potato Head, Cobra Commander, and the cast of Clue.
Potential applications include AI-powered brand ambassadors, connected physical products and digital companions, and location-based entertainment experiences.
The initial roster of characters will be available to request at launch and more are expected to follow this year. Sixth Wall will work with authorised recordings of Hasbro and third-party IP using a talent participation model.
Led by CEO Roberta Thomson, Sixth Wall’s initial focus is on experiences for users aged 13 and above and enterprise-use cases. It is understood the company is not currently developing AI products targeted at young children.
“CharacterOS is compelling because it unlocks a bigger creative canvas while addressing a real challenge in AI: the unauthorised use of content,” said Hasbro CEO Chris Cocks.
ElevenLabs co-founder Mati Staniszewski added, “It’s often the voice that gives a character their personality and texture.” Last week at the AI On The Lot conference in Los Angeles ElevenLabs announced a deal with Stan Lee Universe to bring the late Marvel Comics godfather’s voice and likeness into its Iconic Marketplace, following an earlier deal with Michael Caine.
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