Hasbro launched Sixth Wall, a new AI studio dedicated to bringing iconic characters into the AI era. The company announced a strategic partnership with ElevenLabs and introduced Behavioral Licensing, a new category of character licensing designed for dynamic interactions. Sixth Wall is introducing Behavioral Licensing, a new category of IP licensing 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 authorized source material and powerful human voice performances. The studio has established a talent participation model that compensates performers and uses only authorized recordings.
Sixth Wall also announced a strategic partnership with ElevenLabs, the leading AI audio company, to bring select Hasbro characters to the company's rapidly growing Iconic Marketplace. Twelve iconic Hasbro characters, including Optimus Prime, Megatron, Cobra Commander, Mr. Potato Head, and the cast of Clue - all powered by distinguished voice actors - will be available to request at launch, with more following later this year. Sixth Wall's initial focus is on 13+ 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. 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.
Additional characters, products, and pilot experiences will be announced later this year.
Hasbro, Inc. specializes in the design, production and marketing of games and toys. Additionally, the group is active in the production of films and TV programs. Net sales break down by activity as follows:
- sales of toys and games (93.8%): action figurines and toys, dolls and stuffed toys, traditional toys, electronic toys and games, creative and educational toys and games, card games, etc. sold under franchise brands (Littlest Pet Shop, Magic : The Gathering, Monopoly, My Little Pony, Nerf, Play-Doh and Transformers), under partner brands (Spider-Man, The Avengers, Star Wars, Disney Princess, Disney Frozen, Disney's Descendants, Beyblade, Dreamworks' Trolls, Sesame Street and Yo-Kai Watch), under company-owned brands (Baby Alive, Furreal Friends, Kre-o, Playskool and Playskool Heroes) and other (board games and digital games sold under Dungeons & Dragons, Jenga, The Game Of Life, Operation, Pie Face, Scrabble, Trivial Pursuit, Twister, Fantastic Gymnastics, Speak Out and Toilet Trouble;
- production and sales of film, TV and digital games licenses (2.8%) ;
- other (3.4%).
The United States account for 62.9% of net sales.
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