Hasbro launches AI licensing studio Sixth Wall for approved character use

2026-06-10 · Source: Dataconomy · Field: Media & Entertainment — Content Creation & Production, Gaming & Interactive Entertainment, Entertainment Technology & Innovation · Depth: Fundamental Awareness, quick

Summary

Hasbro has launched Sixth Wall, a new studio dedicated to licensing its intellectual property for artificial intelligence media and interactive experiences. This initiative makes twelve characters, including Optimus Prime and Mr. Potato Head, available at launch through the ElevenLabs Iconic Marketplace, with more planned. The company aims to provide a sanctioned method for companies to use its characters in AI contexts, addressing the rise of unauthorized versions. Central to this is "Behavioral Licensing," which extends beyond image to include character behaviors, managed by Hasbro's proprietary CharacterOS system. Sixth Wall will oversee third-party access, ensuring authorized actors are compensated for voice work in AI-enabled interactions. Potential uses span interactive storytelling, conversational games, and customer engagement, building on Hasbro's strong first-quarter financial performance, which saw revenue increase by nearly 13% to \$1 billion and net earnings double to almost \$200 million.

Key takeaway

For AI Product Managers considering brand integration, Hasbro's Sixth Wall initiative signals a new era for licensed character use in AI. You should explore "Behavioral Licensing" models to ensure brand consistency and ethical compensation for voice talent in your interactive experiences. This approach offers a framework for integrating established IP into AI platforms while maintaining character integrity and addressing privacy concerns for users aged 13 and older.

Key insights

Hasbro's Sixth Wall licenses character IP for AI, ensuring brand integrity and actor compensation through "Behavioral Licensing."

Principles

• IP licensing can extend to character behaviors.
• Proprietary systems manage AI character parameters.
• Compensate actors for AI voice work.

Method

Licensees access approved characters via ElevenLabs and Sixth Wall, adhering to CharacterOS brand and safety boundaries for AI applications.

In practice

• Integrate characters into interactive storytelling.
• Develop conversational games with licensed voices.
• Enhance customer engagement with branded AI greetings.

Topics

• AI Licensing
• Character IP
• Behavioral Licensing
• CharacterOS
• ElevenLabs
• Interactive AI Experiences
• Voice AI

Best for: Executive, Product Manager, Entrepreneur, AI Product Manager, Director of AI/ML, Legal Professional

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Editorial summary, takeaway, and curation by AIssential. Original article published by Dataconomy.