Hasbro's AI studio Sixth Wall and ElevenLabs have teamed up to make twelve classic Hasbro characters available as licensed AI assets, complete with authorized voice performances and built‑in safeguards to preserve each character's personality.
Hasbro has taken a bold step into the world of artificial intelligence with its dedicated AI studio, Sixth Wall , by striking a partnership with the voice‑synthesis pioneer ElevenLabs.
The collaboration will make a curated roster of twelve iconic Hasbro characters available for commercial licensing through the new Iconic Marketplace. Among the first releases are the beloved Transformers leaders Optimus Prime and Megatron, the ever‑curious Peppa Pig, and other fan‑favorite personalities such as Cobra Commander and Mr. Monopoly. Each character will be delivered as a fully formed AI asset that includes a realistic vocal performance, visual likeness, and the behavioural nuances that define the original property.
The core of the offering is built around Sixth Wall's CharacterOS, a platform that encodes the personality traits, canonical back‑story, and signature speech patterns of each figure. This ensures that any downstream use - whether in advertising, interactive experiences, or brand‑aligned content - remains true to the spirit of the source material. To protect the integrity of the characters, the partnership introduces a category called Behavioural Licensing.
Under this model, developers are required to adhere to strict guardrails that preserve the essence of the characters while preventing misuse. Safety protocols will monitor real‑time interactions, flagging content that deviates from approved narratives or exhibits harmful behaviour. A standout feature of the deal is the talent participation model that guarantees compensation for the original voice actors whose performances are incorporated into the AI‑driven personalities.
In cases where a character historically lacked a spoken voice, professional actors were recruited to create an authentic vocal profile. All recordings used by the system are authorized, ensuring that the intellectual property rights of both the performers and Hasbro are fully respected. Sixth Wall chief executive Bertie Thomson highlighted the meticulous approach to asset protection, emphasizing that the character's direction, voice, and visual representation are locked down from the outset.
ElevenLabs head of partnerships added that the arrangement opens a new frontier for businesses of any size, allowing them to request licensed, AI‑powered versions of world‑renowned characters without navigating a tangled web of separate licensing agreements. The rollout marks the first instance of a major toy and entertainment brand making its flagship figures available as ready‑to‑use AI agents, setting a precedent for how beloved icons can be safely integrated into the burgeoning AI ecosystem.
The launch arrives at a moment when the entertainment industry is increasingly experimenting with generative AI for content creation, marketing, and interactive storytelling. By providing an end‑to‑end solution that handles character fidelity, legal compliance, and performer royalties, the Hasbro‑ElevenLabs partnership could become a template for other legacy brands seeking to modernise their assets for the digital age.
As the Iconic Marketplace opens to developers, advertisers, and creators, the expectation is that we will see a wave of new campaigns and experiences that feature Optimus Prime delivering brand messages, Peppa Pig guiding children through educational apps, and even Megatron appearing in gamified promotions, all while staying faithful to the characters that generations have come to love
Hasbro Sixth Wall Elevenlabs AI Licensing Iconic Marketplace
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